Joan Throckmorton - Winning direct response advertising: from print through interactive media
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Winning direct response advertising: from print through interactive media
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The second edition of the guide to creating breakthrough direct response advertising and thereby generating high response rates. Included are a complete blueprint for creating breakthrough direct marketing, which rules to follow and those to break, additional material on interactive media, and the secret principles of successful direct response.
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Winning Direct Response Advertising : From Print Through Interactive Media 2Nd Ed.
author
:
Throckmorton, Joan.
publisher
:
NTC Contemporary
isbn10 | asin
:
0844234281
print isbn13
:
9780844234281
ebook isbn13
:
9780071398206
language
:
English
subject
Advertising, Direct-mail, Direct marketing.
publication date
:
1997
lcc
:
HF5861.T47 1997eb
ddc
:
659.13/3
subject
:
Advertising, Direct-mail, Direct marketing.
Page i
Winning Direct Response Advertising
From Print Through Interactive Media
SECOND EDITION
Joan Throckmorton
Foreward by Thomas L. Collins
Printed on recyclable paper
NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page ii
Library of Congress Cataloging-in-Publication Data
Throckmorton, Joan. Winning Direct Response Advertising: from print through interactive media /Joan Throckmorton. 2nd ed. p. cm. Originally published: Englewood Cliffs, N.J.: Prentice-Hall, c1986 Includes index. ISBN 0-8442-3428-1 (alk. paper) 1. Advertising, Direct-mail. 2. Direct marketing. I. Title HF5861.T47 1997 659.13'3dc2196-40856 CIP
Published by NTC Business Books, a division of NTC Publishing Group 4255 West Touhy Avenue Lincolnwood (Chicago), Illinois 60646-1975, U.S.A. 1997 by NTC Publishing Group. 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 Publishing Group. Manufactured in the United States of America.
7 8 9 0 BC 9 8 7 6 5 4 3 2 1
Page iii
This book is dedicated to all those who believe in the interactive selling process and the marketing it embraces Direct Marketing.
Page v
Contents
About the Author
ix
Acknowledgments
x
Foreword
xi
Introduction
1
Chapter 1 A New World of Opportunities for You
3
More Than Ever: The Need for Creative Leaders
4
Successful Direct Response Advertising: Discovering the Secrets, Learning the Rules
7
Your Requirements
8
Three Important Personal Qualities: Curiosity, Imagination, and Discipline
10
You'll Be Tested!
12
Some Basic Terms and Ideas
13
Exercises for Chapter 1
23
Chapter 2 Indispensable Tools
29
Are You Getting the Big Picture? Are "They" Sending It?
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