Creative Strategy in DIRECT & INTERACTIVE Marketing

Contents

Foreword by Mickey Alam Khan

Preface by Richard Cole

PART ONE LAYING THE GROUNDWORK

1. A Profitable Blend of Art and Science
   • The Definition of Direct Marketing
   • Interactive Marketing and Customer Empowerment
   • The Economic Impact of Direct and Interactive Marketing
   • Characteristics of Direct and Interactive Marketing
   • The Role of Direct and Interactive Marketing in Integrated Marketing Communications
   • Direct and Interactive Marketing: A Brief History
   • The Growth of Direct Marketing: Social and Technological Change
   • Challenges for the Direct and Interactive Marketing Community
   • Prospects for Creative People in Direct and Interactive Marketing
2. The Discipline of Direct and Interactive Marketing Creativity
   • Study the Techniques of the Masters
   • Direct Marketing Formulas and Checklists
   • Famous Direct Marketing Formulas
   • Can Technique Take the Place of Creativity?
   • What It Takes to be Creative in Direct and Interactive Marketing
   • What It Takes to Generate and Apply New Ideas for Creative Strategy
   • Creating New Ideas Step-by-Step
   • Brainstorm Your Way to a Breakthrough Idea
   • Judy Finerty’s Rules for Working Smarter
3. Research in Direct and Interactive Marketing
   • What Research Can Do for Direct and Interactive Marketers
   • Types of Direct and Interactive Marketing Research
   • Consumer Behavior: From Theory to Zip Code-Based Lifestyle Data to Individual Household and Buyer Information
   • Basics About the Direct Response Buyer
   • Secondary Research
   • Primary Research
   • What Market Research Firms Can Do for Direct and Interactive Marketers
   • The Future of Research in Direct and Interactive Marketing Creative Strategy
4. Databases, Privacy, Ethics, and Customer Relationship Management
   • Harnessing the Power of the Database
   • Privacy and Ethics
   • Customer Relationship Management
   • The Corner Merchant’s Method Comes Full Circle: Tesco Serves Individual
   • Customer Needs with Its Clubcard
5. How Creative Strategy Fits Into the Direct and Interactive Marketing Plan
   • The Direct and Interactive Marketing Plan
   • The Creative Person’s Role in Marketing Planning and Execution
   • Developing a Creative Strategy or Creative Brief
6. A Creative Person’s View of Direct and Interactive Marketing Media
   • Direct Mail
   • Magazines
   • Newspapers 71
   • Free-Standing Newspaper Inserts and Weekend Magazines
   • Billing Inserts/Package Inserts/Co-Ops/Card Decks
   • Telephone
   • E-Mail
   • Mobile Marketing
   • Social Networking Sites (including Blogs)
   • Television
   • Radio
   • Internet and Other Interactive Media
   • How to Choose the Media Mix
7. Who Should Do the Creative Work and What Do They Need to Know?
   • How Managers Can Nurture the Creative Person in Direct and Interactive Marketing
   • How Creatives Can Contribute to a Business Environment Where Ideas Flourish
   • What the Creative Team Needs to Know
   • Who Should Do the Creative Work: A Full-Service Agency, In-House Staff, Freelancers, or a “Virtual Agency”?
   • Decisions for Creatives: Agency, In-House, or Freelance?
8. The Offer in Direct and Interactive Marketing
   • The Product
   • The Price
   • The Place
   • The Promotion
   • Attracting Qualified Sales Leads
9. The Science of Creative Testing
   • Why Direct and Interactive Marketers Test
   • Determine What Creative Elements to Test
   • Ensure That Your Tests Make a Profitable Difference
   • Determine What Creative Elements to Test
   • How to Test in Direct Mail
   • Tips for Profitable Direct Mail Testing
   • Simple Pretests for Creative Ideas
   • Direct Response Testing in Other Media
   • Testing on the Web
   • The Importance of a Written Testing Plan

PART TWO CREATIVE DIRECT MARKETING

10. Direct Mail Marketing
    • Variety of Formats
    • Sources of Format Ideas
    • The Outer Envelope
    • The Letter
    • The Brochure
    • The Reply Device
    • Other Inserts and Formats
11. How to Create Effective Direct Response Print Ads
    • Learning from the Masters
    • The Elements of a Direct Response Ad
    • Final Advice About Print Advertising
12. Catalogs and Multichannel Marketing
    • Catalog Positioning
    • Creating and Promoting the Catalog and Web Site
    • Multichannel Marketing Enhancements
    • How Top Multichannel Marketing Creative People Stay Fresh
    • Don’t Remain in the “Creative Box”
13. Broadcast Direct Marketing
    • Traditional DRTV Versus General Advertising Broadcast Spots
    • What to Sell in Traditional Direct Response TV Spots
    • Tips for Creating Traditional Direct Response TV Spots
    • Television Home Shopping
    • Infomercials
    • Videos/DVDs
    • Radio 211
    • Broadcast Production
14. Building Long-Term Customer Value Through Back-End Marketing
    • The Functions of Back-End Marketing
    • Keep Following Up Until a Promotion’s Costs Exceed its Profits
    • Building Long-Term Loyalty Through Relationship Marketing
15. Other Consumer Direct and Interactive Marketing Media
    • Obtaining Live Samples
    • Asking the Vendor for Advice
    • the Vendor for Advice
    • Telemarketing
    • Mobile Marketing
    • Co-Ops
    • Card Decks
    • Co-Op Free-Standing Inserts
    • Package Inserts and Ride-Alongs
    • Supermarket Take-Ones
    • Unique Media for Direct Response Marketers
    • Conclusion
16. Business-to-Business Direct and Interactive Marketing
    • Bigger Budgets, Fresh Challenges
    • How Business Buyers Compare with Consumer Buyers
    • Ways to Use Direct and Interactive Marketing in Business-to-Business Communications and Sales
    • Tips on Business-to-Business Formats and Media
    • Leveraging the Internet for Business-to-Business Marketing
    • Copy Tips for Business-to-Business Creative People
17. E-Commerce Marketing
    • Interactive Media: “The Fourth Communications Revolution”
    • Benefits and Barriers for Interactive Marketers
    • ips for Interactive Media

PART THREE CREATING AND PRODUCING THE WORK

18. Copywriting and Graphic Design
    • Step-by-Step Design and Copy
    • How to Plan and Evaluate Art and Copy
    • Creating Words and Pictures
19. Preparing Artwork for Printing
    • Typography
    • Evaluating and Enhancing Color
    • Space Ad Preparation
20. Printing and Personalization
    • Printing Methods and Options
    • Paper Selection
    • Press Start-Ups
    • Personalization
    • Variable Data Printing
    • Print Production Planning/Working with Suppliers
    • Working with Direct Mail Suppliers
    • Scheduling and Critical Dates
    • Space Advertising
21. Lists, Service Bureaus, the Post Office, and Lettershops
    • List Selection
    • List Brokerage
    • Computer Service Bureaus
    • Postal Regulations
    • Lettershops

Appendix A Periodicals, Books, and Other Resources

Appendix B Associations and Clubs

Appendix C Code of Ethics for Direct and Interactive Marketers