Creative Strategy in DIRECT & INTERACTIVE Marketing

Table of Contents

Ackowledgments
Introduction

PART ONE
LAYING the GROUNDWORK

1. A Profitable Blend of Art and Science
2. The Discipline of Direct and Interactive Marketing Creativity
3. Research in Direct and Interactive Marketing
4. Databases, Privacy, Ethics and Customer Relationship Management
5. How Creative Strategy Fits into the Direct and Interactive Marketing Plan
6. A Creative Person’s View of Direct and Interactive Marketing Media
7. Who Should Do the Creative Work and What Do They Need to Know
8. The Offerin Direct and Interactive Marketing
9. The Science of Creative Testing

PART TWO
CREATIVE DIRECT MARKETING

10. Direct Mail Marketing
11. 11. How to Create Effective Direct Response Print Ads
12. The Creative Approach to Catalogs
13. Broadcast Direct Marketing
14. Building Long-Term CustomerValue Through Back-End Marketing
15. OtherConsumerDirect Marketing Media
16. Business-to-Business Direct and Interactive Marketing
17. E-Commerce Marketing
18. Marketing Convergence

PART THREE
CREATING and PRODUCING the WORK

19. Copywriting and Graphic Design
20. Preparing Artwork for Printing
21. Printing and Personalization
22. Print Production Planning/Working with Suppliers
23. Lists, Service Bureaus, the Post Office and Lettershops
24. Broadcast Production

Appendix A: Periodicals, Books and Other Resources

Appendix B: Associations and Clubs

Appendix C: Code of Ethics for Direct and Interactive Marketer

Appendix D: Direct Marketing Association Member Principles

Index
Glossary