Creative Strategy in Direct & Interactive Marketing

by Jones, Susan K.

Edition: 3rd

ISBN13: 9781933199023

ISBN10: 1933199024

Format: Paperback

Pub. Date: 2005-12-05

Publisher(s): Racom Communications

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Summary

The right creative strategy can mean the difference between success and failure in a direct or interactive marketing program. And the all-new third edition of Creative Strategy in Direct and Interactive Marketing by Susan K. Jones (Racom--www.Racombooks.com--in conjunction with the Direct Marketing Association $49.95) has been totally revised to address the new issues of interactive marketing media, marketing integration and convergence of all media. The opening section gives an overview of the new world of direct marketing and interactive creative strategy, including: ? The art and science of marketing creativity and the strategic challenges of direct marketing and interactivity.

Author Biography

Jones is a tenured, full Professor of Marketing at Ferris State University and a partner of The Callahan Group, LLC. Ms. Jones also heads her own firm, Susan K. Jones and Associates. At Ferris State, Ms. Jones teaches direct marketing, e-commerce marketing, and advertising courses. She developed and leads Ferris State’s e-commerce marketing concentration. Ms. Jones conducts frequent day-long and two-day marketing training programs for businesses and trade groups, and she is a frequent speaker at direct and interactive marketing conferences. She is the author or editor of more than 20 books, including Selling by Mail (with John W. Graham), Marketing Convergence (with Ted Spiegel), and Readings & Cases in Integrated Marketing Communications (with J.Steven Kelly).

Foreword	p. xi
Introduction	p. xiii
Laying the Groundwork	p. 1
A Profitable Blend of Art and Science	p. 2
The Definition of Direct Marketing	p. 2
The Economic Impact of Direct and Interactive Marketing	p. 3
Characteristics of Direct and Interactive Marketing	p. 4
The Role of Direct and Interactive Marketing in Integrated Marketing Communications	p. 5
Direct and Interactive Marketing: A Brief History	p. 7
The Growth of Direct Marketing: Social and Technological Change	p. 8
Challenges for the Direct and Interactive Marketing Community	p. 13
Prospects for Creative People in Direct and Interactive Marketing	p. 14
The Discipline of Direct and Interactive Marketing Creativity	p. 16
Study the Techniques of the Masters	p. 16
Direct Marketing Formulas and Checklists	p. 17
Famous Direct Marketing Formulas	p. 17
Can Technique Take the Place of Creativity?	p. 19
What It Takes to be Creative in Direct and Interactive Marketing	p. 20
What It Takes to Generate and Apply New Ideas for Creative Strategy	p. 22
Creating New Ideas Step-by-Step	p. 24
Brainstorm Your Way to a Breakthrough Idea	p. 27
Judy Finerty's Rules for Working Smarter	p. 28
Research in Direct and Interactive Marketing	p. 31
What Research Can Do for Direct and Interactive Marketers	p. 31
Types of Direct and Interactive Marketing Research	p. 32
Consumer Behavior: From Theory to Zip Code-Based Lifestyle Data to Individual Household and Buyer Information	p. 33
Basics About the Direct Response Buyer	p. 37
Secondary Research	p. 38
Primary Research	p. 39
What Market Research Firms Can Do for Direct and Interactive Marketers	p. 39
The Future of Research in Direct and Interactive Marketing Creative Strategy	p. 42
Databases, Privacy, Ethics and Customer Relationship Management	p. 46
Harnessing the Power of the Database	p. 46
Privacy and Ethics	p. 52
Customer Relationship Management	p. 53
The Corner Merchant's Method Comes Full Circle: Ukrop's Serves Individual Customer Needs with Its Valued Customer Card	p. 54
How Creative Strategy Fits into the Direct and Interactive Marketing Plan	p. 57
The Direct and Interactive Marketing Plan	p. 57
The Creative Person's Role in Marketing Planning and Execution	p. 57
Developing a Creative Strategy	p. 61
A Creative Person's View of Direct and Interactive Marketing Media	p. 63
Direct Mail	p. 63
Magazines	p. 64
Newspapers	p. 66
Freestanding Newspaper Inserts and Weekend Magazines	p. 68
Billing Inserts/Package Inserts/Co-Ops/Card Decks	p. 68
Telephone	p. 69
Fax	p. 69
E-Mail	p. 70
Television	p. 71
Radio	p. 71
Internet and Other Interactive Media	p. 72
How to Choose the Media Mix	p. 73
Who Should Do the Creative Work and What Do They Need to Know	p. 75
How Managers Can Nurture the Creative Person in Direct and Interactive Marketing	p. 75
How Creatives Can Contribute to a Business Environment Where Ideas Flourish	p. 78
What the Creative Team Needs to Know	p. 79
A Full-Service Agency, In-House Staff, Freelancers, or a "Virtual Agency"?	p. 82
Decisions for Creatives: Agency, In-House, or Freelance	p. 87
The Offer in Direct and Interactive Marketing	p. 90
The Product	p. 91
The Price	p. 98
The Place	p. 104
The Promotion	p. 105
Attracting Qualified Sales Leads	p. 112
The Science of Creative Testing	p. 117
Why Direct and Interactive Marketers Test	p. 117
Determine What Creative Elements to Test	p. 118
Ensure That Your Tests Make a Profitable Difference	p. 118
How to Test in Direct Mail	p. 119
Tips for Profitable Direct Mail Testing	p. 121
Simple Pretests for Creative Ideas	p. 122
Direct Response Testing in Other Media	p. 123
Testing on the Web	p. 126
Creative Direct Marketing	p. 129
Direct Mail Marketing	p. 130
Variety of Formats	p. 131
Source of Format Ideas	p. 131
The Outer Envelope	p. 132
The Letter	p. 135
The Brochure	p. 142
The Reply Device	p. 143
Other Inserts and Formats	p. 147
How to Create Effective Direct Response Print Ads	p. 154
Learning from the Masters	p. 154
The Elements of a Direct Response Ad	p. 158
Technological Advances in Print Advertising	p. 169
The Creative Approach to Catalogs	p. 171
Catalog Positioning	p. 171
Creating and Promoting the Catalog	p. 175
Catalog Enhancements	p. 183
How Top Catalog Creative People Stay Fresh	p. 184
Don't Remain in the "Creative Box"	p. 186
Broadcast Direct Marketing	p. 187
Direct Versus General Broadcast Spots	p. 188
What to Sell in Direct Response TV Spots	p. 189
Tips for Creating Direct Response TV Spots	p. 192
General Advertising Techniques and Budgets Enliven Direct Response Spots	p. 199
Using Television to Support Other Media	p. 199
Television Home Shopping	p. 200
Infomercials	p. 200
Videos/DVDs	p. 202
Radio	p. 203
Building Long-Term Customer Value Through Back-End Marketing	p. 205
The Functions of Back-End Marketing	p. 205
Keep Following Up Until a Promotion's Costs Exceed its Profits	p. 206
Building Long-Term Loyalty Through Relationship Marketing	p. 222
Other Consumer Direct Marketing Media	p. 225
Obtaining Live Samples	p. 225
Asking the Vendor for Advice	p. 225
Telemarketing	p. 226
Co-Ops	p. 228
Card Decks	p. 229
Co-Op Freestanding Inserts	p. 230
Package Inserts and Ride-Alongs	p. 231
Supermarket Take-Ones	p. 231
Unique Ad Media for Direct Response Marketers	p. 233
Conclusion	p. 234
Business-to-Business Direct and Interactive Marketing	p. 237
Business-to-Business Direct and Interactive Marketing: A Growth Medium	p. 238
How Business Buyers Compare with Consumer Buyers	p. 238
Ways to Use Direct and Interactive Marketing in Business-to-Business Communications and Sales	p. 245
Tips on Business-to-Business Formats and Media	p. 247
Leveraging the Internet for Business-to-Business Marketing	p. 252
Copy Tips for Business-to-Business Creative People	p. 254
E-Commerce Marketing	p. 259
Interactive Media: "The Fourth Communications Revolution"	p. 260
Benefits and Barriers for Interactive Marketers	p. 261
Tips for Interactive Media	p. 265
Marketing Convergence	p. 279
What Marketing Convergence Means to Creative Marketers	p. 279
How Leading Companies Profit from Integrated Online and Offline Marketing Strategies	p. 280
Creating and Producing the Work	p. 297
Copywriting and Graphic Design	p. 298
Step-by-Step Design and Copy	p. 299
How to Plan and Evaluate Art and Copy	p. 305
Creating Words and Pictures	p. 311
Preparing Artwork for Printing	p. 320
Typography	p. 320
Evaluating and Enhancing Color	p. 327
Space Ad Preparation	p. 328
Printing and Personalization	p. 331
Printing Methods and Options	p. 331
Paper Selection	p. 334
Press Start-Ups	p. 335
Personalization	p. 336
Variable Data Printing	p. 337
Print Production Planning/Working with Suppliers	p. 344
Working with Direct Mail Suppliers	p. 344
Scheduling and Critical Dates	p. 349
Space Advertising	p. 351
Lists, Service Bureaus, the Post Office and Lettershops	p. 355
List Selection	p. 355
List Brokerage	p. 357
Computer Service Bureaus	p. 357
Postal Regulation	p. 359
Lettershops	p. 362
Working with the Lettershop	p. 363
Broadcast Production	p. 366
Start with the Script and Storyboard	p. 366
Take Advantage of the Visual TV Medium	p. 367
Get Bids for Your Television Production	p. 368
Variables to Consider in Planning a TV Spot	p. 369
Periodicals, Books and Other Resources	p. 372
Associations and Clubs	p. 377
Code of Ethics for Direct and Interactive Marketer	p. 382
Direct Marketing Association Member Principles	p. 384
Glossary	p. 385
Index	p. 399
About the Author	p. 409
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