Commonsense direct and digital marketing

Contents Plate section can be found between pages 000 and 000 in Chapter 9-- List of Plates 00-- Acknowledgements 00-- CHAPTER 1 Beginnings 00-- The amateur approach 00-- The difficult approach 00-- Some valuable discoveries 00-- The mysterious rise of direct marketing 00-- A paradox 00-- Your timing is good 00-- To make learning easier 00-- CHAPTER 2 The Three Graces of Direct Marketing 00-- Short-term thinking 00-- To make and keep a customer 00-- What is direct marketing? 00-- The Three Graces of direct marketing 00-- How your customer is changing 00-- Controllability: an important benefit 00-- Giving your customer a better service 00-- The spiral of prosperity 00-- CHAPTER 3 Direct Marketing Can Do More Than You Think 00-- What can you sell? 00-- The role of direct marketing 00-- Five major objectives of direct marketers ... 00-- ... And four ways to achieve them 00-- Which names are best? 00-- CHAPTER 4 How to Get Started 00-- Does your business have a continuing relationship built in? 00-- Sales-force help 00-- Some pertinent questions 00-- Use your names 00-- Retail problems 00-- The key to profit 00-- Employers and shareholders 00-- Who complains? 00-- What mail order teaches 00-- Three major errors 00-- What should you sell? 00-- Can you offer a good deal? 00-- Ask your customers 00-- How does it compare? 00-- Pay the right price 00-- Don¿t over order 00-- Where to look 00-- CHAPTER 5 Positioning and Other Mysteries Explained 00-- Sound advice on boasting 00-- Would a salesperson do this? 00-- Added value 00-- Unique selling proposition 00-- Positioning: today¿s theory 00-- Changing the rules 00-- General advertising and positioning 00-- CHAPTER 6 How to Plan Well 00-- Eleven steps to success 00-- Five questions you must answer 00-- Keep in touch 000-- How to understand your customers better 000-- Who knows where or when? 000-- Where your money will do most good 000-- CHAPTER 7 Media: A Different, More Flexible Approach 000-- What is your purpose? 000-- Five major differences 000-- The media recipe 000-- Timing critical 000-- The eight traditional media at your disposal 000-- Other media 000-- Interactive, personalised media 000-- Successful media selection 000-- Proven principles of negotiation 000-- Ten good deals 000-- CHAPTER 8 Digital Marketing: The Internet and E-mail 000-- Getting it right from the start ¿ seven things you must ask yourself about -- your site 000-- A¿Z of building and managing a website 000-- You have a fantastic site ¿ what next? 000-- Don¿t be bamboozled: commonsense online techniques 000-- How your traffic helps improve your aim 000-- Just a reminder: it¿s accelerated direct marketing 000-- Whose website is it anyway? 000-- What¿s making money ¿ and why 000-- An extraordinary, rare opportunity 000-- CHAPTER 9 Your Greatest Asset 000-- The value of a name 000-- The relative importance of the list 000-- Twelve criteria for evaluating lists 000-- Your database and how to build it 000-- Where to find the best new customers 000-- Lifestyle databases 000-- Compiled lists 000-- Jon Epstein¿s Il desiderata 000-- CHAPTER 10 Where Ideas Come From and How to Express Them Persuasively 000-- The birth of an idea 000-- Getting organised 000-- Context is everything 000-- Nationalities and social groups 000-- Media vary; principles don¿t 000-- How to build conviction 000-- The nuts and bolts of good creative copy 000-- Creativity in action 000-- Two secret ingredients 000-- CHAPTER 11 How to Make Your Creative Work Virtually Foolproof 000-- Twenty-five pointers before you write a word or sketch a layout 000-- Planning your creative treatment 000-- Eleven uncreative (but tested) ways to make your layout work harder 000-- Thirteen attention-grabbers 000-- Tricks and techniques that keep people reading 000-- Charity advertising: a special case 000-- What to watch for in broadcast 000-- Now that you think it¿s perfect have you forgotten anything? 000-- CHAPTER 12 How to Test ¿ and Evaluate Your Results 000-- Testing: the first duty 000-- Thirteen ways you can learn by testing 000-- A fair test? 000-- A true and proper record 000-- What testing achieved for me 000-- CHAPTER 13 Testing Versus Research ¿ and Other Matters 000-- Tests that gained an account 000-- Two laws of testing 000-- Startling results 000-- Nine testing opportunities 000-- How much should you test? And when? 000-- A famous case-history 000-- CHAPTER 14 How to Choose Your Agency ¿ and When to Do Without One 000-- Agency or not? 000-- Speculative presentations 000-- Organisation and procedure 000-- Playing the field 000-- How much you should pay 000-- Money and talent 000-- Try to understand the process 000-- CHAPTER 15 Client and Agency: the Unequal Partnership 000-- The impossible dream 000-- Joy ride? 000-- Two types of relationship 000-- Where things go wrong and how to get them right 000-- Other trouble spots 000-- CHAPTER 16 The Future of Marketing: Ten Predictions ¿ and a Health Warning 000-- Little more competence 000-- Honesty 000-- Full circle 000-- Index 000-- --

Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns. ; ;