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Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct by Nat G. Bodian,

Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct by Nat G. Bodian,
Nat Bodian, a direct marketing veteran who remains on the cutting edge of the field, delivers tested guidance on all aspects of direct mail; card packs; mailing lists; list brokers, compilers, and managers; telemarketing; printing, production, and letter shop procedures; and mail-order print ad techniques. Full treatment of each topic helps you define it, use it to your best advantage, avoid pitfalls, evaluate other options, and measure response. Yet, while the coverage is truly broad and up-to-the-minute - including new FTC regulations and emerging technologies - you need not wade through long sections of secondary text to find the information you seek. "Each of the more than 1,000 entries is the 'pure' idea expressed in the simplest terms and fewest words", the author notes. "Each entry is complete, succinct, and easily digestible". Some examples: . Rule 20:04 - Heaviest Single Day's Response from Mailing: As a rule, says Hershell Gordon Lewis, a mail order expert, you can expect the heaviest single day's response to a mailing on the second Monday after the first order arrives. Rule 55:04 - Best Ad Position in Business Periodicals: As a rule, an advertisement in a specialized business periodical will attract the most attention on the page facing the table of contents. To complement its wide scope, Direct Marketing Rules of Thumb also provides greater in-depth coverage of specific direct marketing aspects than any previous book on the subject. For example, it devotes full chapters to reply cards ... return envelopes ... response devices order forms ... card-pack design ... virtually all types of mailing lists, including business, consumer, professional, medical, periodical, andfund-raising ... typography selection ... and the use of 800 numbers in space ads and inbound telemarketing. Extensive key-word indexing and careful cross-referencing help you further pinpoint relevant data.



E-mail marketing - E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

Direct marketing - Direct marketing is a form of marketing that attempts to send its messages directly to consumers, using "addressable" media, such as mail. Therefore, direct marketing differs from regular advertising in that it does not place its messages on a third party medium, or in the public market, such as a billboard or a radio commercial would.

Marketing communications - Marketing communications (or marcom) consists of the messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, public relations, sales, and sales promotion are termed marketing communicators, marketing communications managers, or more briefly as marcom managers.

Direct response marketing - Direct response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly.



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