Successful Direct Marketing Methods : Interactive, Database, and Customer-Based Marketing for D...
ISBN: 9780071458290 | 0071458298
Edition: 8thFormat: Hardcover
Publisher: McGraw-Hill
Pub. Date: 11/14/2007
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Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs.
Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget... MORE
Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget... MORE
| Direct Marketing Essentials | |
| The Scope of Direct Marketing Economic Impact of Direct Marketing | |
| Direct Marketing Defined | |
| The Basics of Direct Marketing | |
| One-to-One and Customer Relationship Marketing | |
| Integrated Communications | |
| Case Study: E | |
| Trade Securities Inc.Pilot Project | |
| Key Points | |
| Business, Strategi... MORE | |
| The Strategic Business Plan | |
| The Strategic Plan | |
| The Direct Marketing Plan | |
| The Creative Strategy Plan | |
| Case Study: Wells Fargo Bank | |
| Pilot Project | |
| Key Points | |
| The Impact of Databases What is a Database?Sources of Information | |
| Database Marketing and Customer Relationships | |
| Customer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data Marts | |
| Using Data Mining to Make Decisions | |
| Taking Your Database Global | |
| Databases Raise Privacy Issues | |
| Case Study: 3Com: Building a Global Database | |
| Pilot Project | |
| Key Points | |
| Consumer and Business Mailing Lists Mailing List Basics | |
| Types of Mailing Lists | |
| Profiling | |
| List Selection Guidelines | |
| Renting Mailing Lists | |
| Evaluating Mailing Lists | |
| List Hygiene | |
| Privacy | |
| Case Study: Staples Direct | |
| Background | |
| Pilot Project | |
| Key Points | |
| The Offer Factors to Consider | |
| Selecting Response Channels | |
| An In-Depth Look at Unique Offers | |
| Merchandising the Offer | |
| Short- and Long-Term Effects of Offers | |
| Ways to Hype Response | |
| Danger of Overkill | |
| Case Study: Simple Pleasures Light | |
| Pilot Project | |
| Key Points | |
| Media of Direct Marketing | |
| Magazines Testing Regional Editions | |
| Pilot Publications | |
| Bind-in Insert Cards | |
| Bingo Cards | |
| Magazine Advertising Response Pattern | |
| Timing and Frequency | |
| Determining Proper Ad Size | |
| Four-Color, Two-Color, Black and White | |
| The Position Factor | |
| How to Buy Direct Response Space | |
| Case Study: State Farm | |
| Pilot Project | |
| Key Points | |
| Newspapers Newspaper Preprints | |
| Syndicated Newspaper Supplements | |
| Local Newspaper Magazines | |
| Comics as a Direct Marketing Medium | |
| Developing a Newspaper Test Program | |
| The Position Factor | |
| Color versus Black and White | |
| Case Study: Outsourcing a Newspaper Campaigns | |
| Pilot Project | |
| Key Points | |
| TV/Radio Broadcast Applications | |
| Infomercials | |
| Radio | |
| Videocassettes | |
| Basic Broadcast Concepts | |
| Buying Time | |
| Creating for Direct Response TVCreating for Radio | |
| TV in the Multimedia Mix | |
| Case Study: Surety Inc.Pilot Project | |
| Key Points | |
| Co-ops Getting Co-ops Read | |
| Consumer Co-ops | |
| Business-to-Business/Professional Co-ops | |
| Other Channels of Distribution | |
| Why Offer Coupons?Co-op Testing Rules | |
| Case Study: WEB Direct Marketing/Hanover House | |
| Pilot Project | |
| Key Points | |
| Telemarketing/Teleservices A Study of Human Perception | |
| Teleservice Applications | |
| Inbound Teleservices | |
| Outbound Teleservices | |
| Hiring: The Lifeblood of the Call Center | |
| The Mathematics of Telemarketing | |
| Privacy and Regulation | |
| Case Study: Airborne Freight Corporation | |
| Pilot Project | |
| Key Points | |
| Internet Direct Marketing | |
| Overview of Internet Direct Marketing Internet Applications | |
| Fast Growth, Empowered Buyers | |
| Privacy-A Growing Concern | |
| Direct Marketing and the Internet: A Perfect Marriage | |
| The Benefits of E-Commerce | |
| Online Business Models | |
| Consumer E-Commerce Growth | |
| Business to Business E-Commerce Growth | |
| E-Communications | |
| E-Care: On-line Customer Service | |
| A New Frontier: Wireless Internet Applications | |
| Case Study: Dell Computer | |
| Pilot Project | |
| Key Points | |
| E-Communications Using E-Communications to Build Customer Perceptions | |
| Banner Ads | |
| Banner Ad Success Borrows from Direct Response | |
| Planning Banner Ad Campaign Objectives | |
| Media Planning and Testing | |
| Using E-Mail in Internet Direct Marketing | |
| Creating Effective E-Mail Promotions | |
| Case Study: Autobytel.com | |
| Pilot Project | |
| Key Points | |
| E-Commerce Channel Conflicts Exist | |
| Redesigning Customer Business Processes for E-Commerce | |
| The Buyer/Seller Model | |
| E-Care: The Care and Feeding of Online Customers | |
| Case Study: Barnes & Noble | |
| Pilot Project | |
| Key Points | |
| Managing the Creative Process | |
| Creating Direct Mail Advertising The Letter is King of the Package | |
| Eleven Guidelines to Good Copy | |
| Writing Letters to Formula | |
| The Seven-Step Formula for Winning Letters | |
| The Problem-Solving Strategic Approach | |
| Other Elements of the Classic Mailing Package | |
| How to Improve a Good Mailing Package | |
| Classic Mailing Packages Get Results | |
| Case Study: Illinois Lottery Birthday Program | |
| Pilot Project | |
| Key Points | |
| Creating and Managing Catalogs Core Competency #1: Merchandising | |
| Core Competency #2: Positioning the Catalog | |
| Core Competencies #3 and #4: New Customer Acquisition and Customer List Communication | |
| Core Competency #5: Creative Execution | |
| Catalog Competency #6: Catalog Fulfillment | |
| Catalog Competency #7: Catalog Database Strategies | |
| Catalog Competency #8: Analysis-the Numbers Side of Catalogs | |
| Cataloging and the Internet | |
| Three Factors of Online Success | |
| The Future of Cataloging | |
| Case Study: Children''s Memorial Hospital | |
| Background | |
| Challenge | |
| Solution | |
| Results | |
| Pilot Project | |
| Key Points | |
| Creating Print Advertising Visualizing the Prospect | |
| Writing the Headline | |
| Selecting Advantages and Benefits | |
| Classic Copy Structure | |
| Other Ways to Structure Copy | |
| Establishing the Uniqueness of Your Product or Service | |
| Case Study: Prevention Magazine | |
| Pilot Project | |
| Key Points | |
| Marketing to Businesses | |
| Business to Business Direct Marketing Value-Added Direct Marketing | |
| Listening to the Customer''s Voice | |
| Contact Channels and Communication Strategies | |
| Building the Customer Center | |
| Cultivating Customers and Acquiring New Customers | |
| Meeting the Challenges of Our Decade | |
| Case Study: Contract Office Products | |
| Pilot Project | |
| Key Points | |
| Managing a Lead-Generation Program The Role of the Internet in Generating and Managing Leads | |
| Today''s Sales Force: People or Process | |
| Types of Lead-Generation Programs | |
| Planning Successful Lead-Generation Programs | |
| Other Ingredients of an Effective Lead-Management System | |
| Understanding the Art of Communication | |
| Adjusting Quality and Quantity of Leads | |
| Capacity Planning | |
| Lead Flow Monitoring and Contingency Planning | |
| Lead Classification and Scoring | |
| Inquiry Processing Cost Analysis | |
| Tracking and Results Reporting | |
| Decision Support Tools | |
| Sample Reports for Sales Managers | |
| Sample Reports for Advertising Managers | |
| Case Study: Allstate Insurance Company Life | |
| Pilot Project | |
| Key Points | |
| Marketing Intelligence | |
| Modeling for Business Decision Support The Purpose of Modeling: Looking Back in Order to Look Ahead | |
| Customer and Prospect Modeling | |
| Defining the Variables | |
| Useful Modeling Techniques | |
| Modeling: Expensive, Essential, and Not for Statisticians Only | |
| Case Study: Benefiting from Predictive Modeling with Databases | |
| Pilot Project | |
| Key Points | |
| Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and Profits | |
| Key Performance Indicators | |
| Setting the Market Investment | |
| Continuous Revenue Relationships | |
| Inquiry Conversion Programs | |
| Engineering a Direct Marketing Business | |
| Case Study: The Dressing Under Duress Society or DUDSPilot Project | |
| Key Points | |
| Innovation through Creativity and Testing Creativity and Being Creative | |
| Brainstorming | |
| Creative Stimulators | |
| Test the Big Things | |
| How to Test Print Advertising | |
| Testing Hypotheses in Print Ads | |
| Testing Online | |
| Creativity and Testing, Not Creativity versus Testing | |
| Case History: Yamaha Piano | |
| Pilot Project | |
| Key Points | |
| Research for Direct Marketing Research and Testing: A Complementary Process | |
| Testing and the Total Marketing Research Process | |
| Primary and Secondary Research | |
| Direct Marketing Research for Consumer Products | |
| Using Attitudinal Research to Profile Target Audiences and Product Categories | |
| Using Attitudinal Research for Customer Segmentation | |
| Research for Business-to-Business Applications | |
| Primary Research for Marketing and Creative Development | |
| The Future of Research in Direct Marketing | |
| Case Study: Latina Style Magazine | |
| Pilot Project | |
| Key Points | |
| Appendix: Careers in Direct Marketing | |
| Careers in Direct Response Adver | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs.
