JOHN-KURT PLINIUSSEN
MARKETING AND CREATIVITY Creative , marketing Susan K. Jones. - - CANADA FIRST CHOICE c2018 - xiv, 168 p. : ill. ; 24 cm.
1: Laying the groundwork -- A profitable blend of art and science -- The discipline of direct and interactive marketing creativity -- Research in direct and interactive marketing -- Databases, privacy, ethics, and customer relationship management -- How creative strategy fits into the direct and interactive marketing plan -- A creative person's view of direct and interactive marketing media -- Who should do the creative work and what do they need to know? -- The offer in direct and interactive marketing -- The science of creative testing -- 2: Creative direct marketing -- Direct mail marketing -- How to create effective direct response print ads -- Catalogs and multichannel marketing -- Broadcast direct marketing -- Building long-term customer value through back-end marketing -- Other consumer direct and interactive marketing media -- Business-to-business direct and interactive marketing -- E-commerce marketing -- 3: Creating and producing the work -- Copywriting and graphic design -- Preparing artwork for printing -- Printing and personalization -- Print production planning/working with suppliers -- Lists, service bureaus, the post office, and lettershops.
9781933199313 (pbk.) 1933199318
2012471367
Direct marketing.
Interactive marketing.
HF5415. / K34 2018
MARKETING AND CREATIVITY Creative , marketing Susan K. Jones. - - CANADA FIRST CHOICE c2018 - xiv, 168 p. : ill. ; 24 cm.
1: Laying the groundwork -- A profitable blend of art and science -- The discipline of direct and interactive marketing creativity -- Research in direct and interactive marketing -- Databases, privacy, ethics, and customer relationship management -- How creative strategy fits into the direct and interactive marketing plan -- A creative person's view of direct and interactive marketing media -- Who should do the creative work and what do they need to know? -- The offer in direct and interactive marketing -- The science of creative testing -- 2: Creative direct marketing -- Direct mail marketing -- How to create effective direct response print ads -- Catalogs and multichannel marketing -- Broadcast direct marketing -- Building long-term customer value through back-end marketing -- Other consumer direct and interactive marketing media -- Business-to-business direct and interactive marketing -- E-commerce marketing -- 3: Creating and producing the work -- Copywriting and graphic design -- Preparing artwork for printing -- Printing and personalization -- Print production planning/working with suppliers -- Lists, service bureaus, the post office, and lettershops.
9781933199313 (pbk.) 1933199318
2012471367
Direct marketing.
Interactive marketing.
HF5415. / K34 2018