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Tables of Contents for Creative Strategy in Direct Marketing
Chapter/Section Title
Page #
Page Count
Foreword
vii
2
Preface
ix
Part One Laying the Groundwork
3
164
1. A Profitable Blend of Art and Science
3
18
2. The Discipline of Direct Marketing Creativity
21
18
3. Research in Direct Marketing
39
18
4. Harnessing the Power of the Direct Marketing Database
57
12
5. How Creative Strategy Fits into the Direct Marketing Plan
69
10
6. A Creative Person's View of Direct Marketing Media
79
14
7. Who Should Do the Creative Work and What Do They Need to Know?
93
22
8. The Offer in Direct Marketing
115
36
9. The Science of Creative Testing
151
16
Part Two Creative Direct Marketing Direct Mail and Beyond
167
208
10. Direct Mail
167
32
11. How to Create Effective Direct Response Print Ads
199
24
12. The Creative Approach to Catalogs
223
22
13. Business-to-Business Direct Marketing
245
24
14. Direct Marketing for Retailers
269
22
15. Relationship Building and Back-End Marketing
291
28
16. Broadcast Direct Marketing and Videos
319
24
17. Interactive Direct Marketing
343
14
18. Other Consumer Direct Marketing Media
357
18
Part Three Creating and Producing the Work
375
90
19. Copywriting and Art Direction
375
22
20. Preparing Artwork for Printing
397
18
21. Printing and Personalization
415
10
22. Production Planning/Working with Suppliers
425
16
23. Lists, Service Bureaus, the Post Office, and Lettershops
441
16
24. Broadcast Production
457
8
Appendix A Periodicals and Books
465
4
Appendix B Associations and Clubs
469
4
Appendix C Code of Ethics for Direct Marketers
473
6
Glossary
479
14
Index
493