The Complete Idiot's Guide to Direct Marketing

Robert W. Bly

360 pages, parution le 01/08/2001

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Résumé

You're no idiot, of course. You know direct marketing can work for your business, but you don't always get the results you want. Now, whether you're after leads or sales, you can boost your response rates as never before!

With the strategies and advice in The Complete Idiots Guide' to Direct Marketing , you'll see your response rates soar-and your promotions will generate a lot more money. In this Complete Idiots Guide', you get:

Step-by-step guidelines for creating direct response copy that sells.
Savvy suggestions for boosting direct mail response rates 50 to 100 percent or more.
Great ideas for marketing online-with banner ads, e-mail, and Web sites.
Tips on making money with ads, telemarketing, and other alternative media.

Contents

I. GETTING STARTED IN DIRECT MARKETING.
1. Direct Marketing 101.
2. Planning Your Direct Marketing Campaign.
3. Make Your Buyers an Offer They Can't Refuse.
4. Mailing Lists.
5. WritingCopy That Sells.
6. Producing and Printing Your Direct Marketing Campaign.

II. DIRECT RESPONSE FORMATS AND MEDIA.
7. The Direct Mail Package.
8. Direct Mail: Longer Format.
9. Direct Mail: Short Formats.
10. Catalogs.
11. Profits from Postcard Decks.
12. Alternative Media.
13. Direct Response Advertising.

III. ELECTRONIC DIRECT MARKETING.
14. Direct Response TV and Radio.
15. Telemarketing.
16. The Internet: Direct Marketing for the Digital Age.

IV. DIRECT MARKETING APPLICATIONS.
17. Direct Marketing to Consumers.
18. Business-to-Business Direct Marketing.
19. Selling Services.
20. Selling “Information Products” .
21. Lead Generation.
22. Nonprofit Marketing.

V. MEASURING AND MONITORING YOUR RESULTS.
23. Testing Your Way to Direct Marketing Success.
24. Tracking and Analyzing Response.
25. Database Marketing.

Appendixes.
Appendix A. Glossary.
Appendix B. Resources.
Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Alpha Books
Auteur(s)	Robert W. Bly
Parution	01/08/2001
Nb. de pages	360
Format	18,7 x 23,1
Couverture	Broché
Poids	638g
Intérieur	Noir et Blanc
EAN13	9780028642109