Creative strategy in direct marketing

"Direct marketers have long considered creative execution one of the three key elements to success. This all-new edition of Creative Strategy in Direct Marketing provides the insights and hands-on tools you need to develop creative platforms that produce programs to convert prospects and suspects into repeat buyers; integrate direct marketing into all of your marketing and communications programs; develop creative breakthroughs using commonsense testing and measurement techniques; apply (and know when to break) the basic rules of direct marketing for all media - from print ads and direct mail to catalogs, broadcasting, telemarketing, and interactive media - for all markets - from consumer to business-to-business, nonprofit, and retail; and put ideas into action by executing marketing concepts in print, broadcast, and electronic media." "Whatever your role in direct marketing-copywriter, designer, product manager, or entrepreneur - Creative Strategy in Direct Marketing is the book that will give you invaluable, practical guidance for making your direct marketing programs a success."--BOOK JACKET.