Creative Strategy in Direct Marketing

Transform your ideas into original and persuasive direct marketing packages that sell every time. Now in its second edition, this valuable and practical guide to the most effective creative elements includes the latest thinking on today's hot new approaches. Covers all aspects from strategic thinking and planning to production and evaluation for all media, including interactive media. Updated with new examples, you'll get all the insights and hands-on tools you need to: -- Produce programs that convert prospects and suspects into repeat buyers-- Integrate direct marketing into all of your marketing and communications programs-- Develop creative breakthroughs using common-sense testing and measurement techniques-- Apply (and know when to break) the basic rules of direct marketing for all media and for all marketsJones, Susan K. is the author of 'Creative Strategy in Direct Marketing' with ISBN 9780844231792 and ISBN 0844231797.