Cover image for Direct marketing techniques : building your business using direct mail and direct response advertising
Title:
Direct marketing techniques : building your business using direct mail and direct response advertising
Author:
Geller, Lois K., 1944-
Personal Author:
Publication Information:
Menlo Park, Calif. : Crisp Publications, Inc. ; Lanham, MD [Distributed by] National Book Network, Inc., [1998]

©1998
Physical Description:
x, 104 pages : illustrations ; 25 cm.
Language:
English
ISBN:
9781560524748
Format :
Book

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HF5416.I26 G47 1998 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

This book is packed with hundreds of great ideas and proven direct marketing techniques that the author has used successfully in building a multimillion-dollar business.


Table of Contents

Part 1 How to Use Direct Marketing to Build Your Business
What Is Direct Marketing?
Why Direct Marketing?
Why Does Your Business Need Direct Marketing?
Evaluating Your Business
Finding Your Target Market
Direct Marketing Feasibility
Part 2 Planning Your Direct Marketing Campaign
Step 1 Clarify Your Objectives
Step 2 Choose Your Strategy
Step 3 Choose Your Tactics
Step 4 Design a Marketing Plan
Part 3 Creating a Direct Mail Package
Elements of a Direct Mail Package
Part 4 How to Use Direct Response Advertising
Direct Response Ads
Direct Response Ad Checklist
How to Effectively Use Advertising Space
What to Expect from Your Ad
Part 5 The Offer What Is An Offer? Offer Categories
Part 6 The Finishing Touches: Lists, Printing, and Fulfillment
Mailing Lists
Printing Fulfillment
Part 7 Ask Dr. Direct: Most Frequently Asked Questions
Part 8 A Final Word