Susan K. Jones - Creative strategy in direct marketing

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Creative Strategy in Direct Marketing Second Edition Susan K. Jones NTC Business Books NTC/Contemporary Publishing Company

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title	:	Creative Strategy in Direct Marketing 2Nd Ed.
author	:	Jones, Susan K.
publisher	:	NTC Contemporary
isbn10 | asin	:	084423172X
print isbn13	:	9780844231723
ebook isbn13	:	9780071401463
language	:	English
subject	Direct marketing.
publication date	:	1998
lcc	:	HF5415.126.J66 1998eb
ddc	:	658.8/4
subject	:	Direct marketing.

Page ii Library of Congress Cataloging-in-Publication Data Jones, Susan K., 1949 Creative strategy in direct marketing / Susan K. Jones. 2nd ed. p. cm. Includes bibliographical references and index. ISBN 0-8442-3172-X 1. Direct marketing. I. Title. HF5415.126.J661997 658.84dc2197-21652 CIP Interior design by Jeanette Wojtyla Published by NTC Business Books An imprint of NTC/Contemporary Publishing Company 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. Copyright 1998 by NTC/Contemporary Publishing Company All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Company. Printed in the United States of America International Standard Book Number: 0-8442-3172-X 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

Page iii For William Shannon Jones and Scott Carnes Jones "Forever Young"

Page v CONTENTS Foreword vii Preface ix Part One Laying the Groundwork 1. A Profitable Blend of Art and Science 3 2. The Discipline of Direct Marketing Creativity 21 3. Research in Direct Marketing 39 4. Harnessing the Power of the Direct Marketing Database 57 5. How Creative Strategy Fits into the Direct Marketing Plan 69 6. A Creative Person's View of Direct Marketing Media 79 7. Who Should Do the Creative Work and What Do They Need to Know? 93 8. The Offer in Direct Marketing 115 9. The Science of Creative Testing 151 Part Two Creative Direct Marketing Direct Mail and Beyond 10. Direct Mail 167 11. How to Create Effective Direct Response Print Ads 199 12. The Creative Approach to Catalogs 223 13. Business-to-Business Direct Marketing 245 14. Direct Marketing for Retailers 269 15. Relationship Building and Back-End Marketing 291 16. Broadcast Direct Marketing and Videos 319 17. Interactive Direct Marketing 343 18. Other Consumer Direct Marketing Media 357

Page vi Part Three Creating and Producing the Work 19. Copywriting and Art Direction 375 20. Preparing Artwork for Printing 397 21. Printing and Personalization 415 22. Production Planning/Working with Suppliers 425 23. Lists, Service Bureaus, the Post Office, and Lettershops 441

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