Successful Direct Marketing Methods (8th Edition) by Ron Jacobs, Bob Stone

By Ron Jacobs, Bob Stone

Direct advertising has grown past its roots in conventional mail order to include a bunch of recent applied sciences, consumer relationship-building innovations, and function measures. this present day, companies and nonprofits of every kind use direct advertising and marketing, which now garners 25% of the U.S. marketer's finances, surpassing newspapers and broadcast TV.

Hailed because the “bible” of direct advertising for over 30 years, winning Direct advertising tools has been thoroughly up-to-date and multiplied with the entire newest instruments and strategies wanted for achievement in today's electronic, multi-channel industry. Written by means of world-renowned direct advertising and marketing specialists Bob Stone and Ron Jacobs, the 8th version of profitable Direct advertising tools includes significant revisions to chapters at the inventive technique, totally masking the advance of junk mail advertisements, catalogs, and print advertisements. The 8th version additionally explores such new themes as:

The increasing ambitions of direct advertising and marketing within the electronic age
concepts for optimizing shopper acquisition, up-selling and cross-selling, decreasing defections, extending loyalty, and bettering retention
CRM purposes, facts mining, name heart, crusade administration, and revenues strength automation
consumer adventure management--connecting shoppers and types at each contact point
model construction with direct advertising instruments and techniques
the expansion of direct advertising and marketing in Europe, Asia, and Latin America
tools of foreign marketing--both direct and telemarketing

Successful Direct advertising tools deals pros a finished roadmap for direct advertising good fortune throughout today's a number of advertising channels.

Show description

Read or Download Successful Direct Marketing Methods (8th Edition) PDF

Best advertising books

A Technique for Producing Ideas (Advertising Age Classics Library)

A process for generating rules ,reveals an easy, brilliant idea-generation technique that has stood the try of time.

First provided to scholars in 1939, released in 1965, and now reissued for a brand new iteration of advertisements pros and others seeking to jump-start their inventive juices, this strong consultant info a five-step technique for accumulating details, stimulating mind's eye, and recombining previous components into dramatic new ideas.

Underdog Advertising

Underdog ads is written for the small-to-midsize enterprise that needs to compete opposed to larger businesses for revenues, marketplace proportion and model expertise. in accordance with confirmed artistic and strategic ads rules that experience built and sophisticated during the last twenty-five years, the e-book is helping smaller companies create and execute ads courses which are potent within the face of robust festival.

Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business

Shop money and time in development, advertising and selling your small business With large fresh shifts within the means firms are equipped, advertised, and monetized, those are "wild west" occasions for company. during this new panorama, marketers and small enterprise proprietors even have an side in advertising with out spinning their wheels or going broke.

Extra resources for Successful Direct Marketing Methods (8th Edition)

Example text

Wilder, D. , & Shapiro, P. (1991). Facilitation of outgroup stereotypes by enhanced ingroup identity. Journal of Experimental Social Psychology, 27, 431–452. Wilkes, R. , & Valencia, H. (1986). Shopping-related characteristics of Mexican Americans and Blacks. Psychology & Marketing, 3, 247–259. Wilkes, R. , & Valencia, H. (1989). Hispanics and Blacks in television commercials. Journal of Advertising, 18, 19–25. Williams, J. D. (1992). Reflections of a Black middle-class consumer: Caught between two worlds or getting the best of both?

2001). Marketing and consumer identity in multicultural America. Thousand Oaks, CA: Sage. Tolley, B. , & Goett, J. J. (1971). Reactions to blacks in newspapers. Journal of Advertising Research, 11, 11–17. Triandis, H. C. (1972). The analysis of subjective culture. New York: Wiley. Triandis, H. C. (1989). The self and social behavior in differing cultural contexts. Psychological Review, 96, 506–520. Triandis, H. , & Villareal, M. (1986). Acculturation indices as a means of confirming cultural differences.

Journal of Business Research, 30, 85–94. Lantos, G. P. (1987). Advertising: Looking glass or molder of the masses? Journal of Public Policy and Marketing, 6, 104–128. Lesser, A. (1933). The Pawnee ghost dance hand game. In M. J. ), Acculturation: The study of culture contact (pp. 6–9). New York: Augustin. Lin, C. A. (1998). Uses of sex appeals in prime-time television commercials. Sex Roles, 38, 461–475. Markus, H. , & Kitayama, S. (1991). Cultures and the self: Implications for cognition, emotion, and motivation.

Download PDF sample

Rated 4.61 of 5 – based on 17 votes