Successful Direct Marketing Methods (6th):Stone, Bob:9780844230030:eCampus.com

This newly revised and expanded edition of direct marketing's classic work takes the reader step-by-step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media.

About the Author

Foreword

Preface

xiii

Acknowledgments

xiv

SECTION I Direct Marketing and Databases

The Uniqueness of Direct Marketing

(19)

Economic Impact of Direct Marketing

(1)

Direct Marketing Defined

(2)

The Basics of Direct Marketing

(1)

The 30 Timeless Direct Marketing Principles

(2)

Integrated Communications

(4)

Case Study: Allstate Insurance Company Life Campaign

(9)

Databases in the Marketing Process

(17)

Database Marketing and Customer Relationships

(1)

Customer Relationships and Lifetime Customer Value (LTV)

(1)

Customer ``Lists'' versus Customer ``Databases''

(1)

Why You Need a Database

(1)

What Information Should Your Database Contain?

(1)

What Kind of Database Do You Need?

(2)

How to Use a Database to Find Your Most Profitable Customers

(1)

Market Tests

(9)

SECTION II The Media of Direct Marketing

New Media for Direct marketers

(20)

The New Media Marketplace

(1)

New Media Is about Information

(1)

Key Elements of Successful New Media

(1)

The Technology of New Media

(8)

World Wide Web/Internet Marketing

(8)

Magazines

(19)

Where Do You Go First?

(1)

Regional Editions: When Is the Part Bigger than the Whole?

(2)

Pilot Publications: The Becons of Direct Response Media Scheduling

(3)

Bind-In Insert Cards

(1)

Bingo Cards

(3)

Magazine Advertising Response Pattern: What Do These Early Results Mean?

(1)

Timing and Frequency: When Should You Run? How Often Should You Go Back?

(1)

Determining Proper Ad Size: How Much Is Too Much?

(2)

Four-Color, Two-Color, Black-and-White: How Colorful Should Your Advertising Be?

(1)

The Position Factor

(1)

How to Buy Space

(5)

Newspapers

(14)

Newspaper Preprints

(2)

Syndicated Newspaper Supplements

(1)

Comics as a Direct Marketing Medium

(1)

Run-of-Paper Advertising

(2)

Effect of Local News on Results

(1)

Developing a Newspaper Test Program

(2)

Advertising Seasons

(1)

Timing of Newspaper Insertions

(1)

Newspaper Response Patterns

(1)

Determining Proper Ad Size

(1)

The Position Factor

(1)

Color versus Black and White

(4)

TV/Radio

(23)

Electronic Media Applications

(5)

Direct Response TV

(5)

Creating for Direct Response TV and Radio

102

(4)

TV in the Multimedia Mix

106

(6)

The Phenomenal Growth of Informercials

112

(3)

Co-ops

115

(15)

Mass Market Penetration

116

(1)

Redemption Rates

116

(1)

Traditional Co-Ops

117

(1)

Sales/Costs Ratios

118

(1)

Co-Op Formats

118

(1)

Getting Co-Ops Read

119

(3)

Testing a Co-Op

122

(1)

Package Inserts

123

(1)

Co-Op Enhancements

123

(7)

Telemarketing

130

(35)

A Landmark Study: The Wyman Survey

130

(7)

The Spectrum of Telemarketing Applications

137

(2)

Telemarketing in the Advertising Mix

139

(4)

The Mathematics of Telemarketing

143

(4)

The Training Process for Telemarketing

147

(9)

Summary

156

(9)

SECTION III Strategies and Objectives

Strategic Business Planning

165

(17)

Strategic Business Planning Defined

165

(1)

How to Develop a Plan

166

(6)

Action Plans

172

(5)

How to Manage the Plan

177

(5)

The Design, Use, and Maintenance of Databases

182

(21)

Designing the Database

182

(3)

Control and Maintenance Tasks

185

(2)

Database Security

187

(1)

How to Profit from an Enhanced Database

187

(2)

A Guide to an Endless Array of Enhancements

189

(4)

Predictive Modeling: Compiling a Customer Profile

193

(2)

Case Study: Benefiting from Predictive Modeling with Databases

195

(8)

The Offer

203

(26)

Offers with Multiple Appeals

203

(11)

Merchandising the Offer

214

(3)

Short- and Long-Term Effects of Offers

217

(1)

Ways to Hype Response

218

(7)

Danger of Overkill

225

(1)

Making It Easy to Order

225

(4)

Selecting and Selling Merchandise and Services

229

(23)

Where to Find Mail Order Items

229

(4)

Case Study: The Peruvian Connection

233

(5)

Expanding Existing Mail Order Operations

238

(8)

Price/Value Relationships

246

(1)

Other Areas to Consider

247

(2)

Promoting Services as ``Products''

249

(3)

Business-to-Business Direct marketing

252

(22)

Consumer versus Business-to-Business Direct Marketing

252

(2)

Value-Added Direct Marketing

254

(2)

Listening to the Customer's Voice

256

(2)

Contact Channels and Communication Strategies

258

(5)

Building the Customer Information Center

263

(4)

Cultivating Customers and Acquiring New Customers

267

(2)

Meeting the Challenges of the '90s and Beyond

269

(1)

Case Study: Team TBA Program

270

(4)

Retail Direct Marketing

274

(14)

Identifying Heavy Users

274

(1)

Case Histories

275

(4)

Retail Direct Marketing Maxims

279

(9)

Managing a Lead-Generation Program

288

(27)

Technology and Time

289

(1)

Types of Lead-Generation Programs

289

(1)

Essential Elements of Successful Lead-Generation Programs

290

(2)

Using the Ingredients of an Effective Inquiry-Handling System

292

(3)

Understanding the Art of Communication

295

(1)

Adjusting Quality and Quantity of Leads

296

(1)

Capacity Planning

297

(2)

Lead Flow Monitoring and Contingency Planning

299

(2)

Lead Classification and Scoring

301

(2)

Inquiry Processing Cost Analysis

303

(1)

Tracking and Results Reporting

304

(1)

Reporting Results to Management

305

(4)

Summary

309

(6)

SECTION IV Managing the Creative Process

Creating Direct Mail Packages

315

(42)

Advantages of Direct Mail

315

(8)

Creative Strategy

323

(1)

Precreative Work

324

(3)

Copy Appeals and Basic Human Wants

327

(1)

Eleven Guidelines to Good Copy

328

(1)

The Changes in Direct Mail

329

(1)

Creating the Classic Mailing Package

330

(3)

The Seven-Step Formula for Champion Letters

333

(1)

Strategic Writing

334

(15)

How to Improve a Good Mailing Package

349

(8)

Creating and Managing Catalogs

357

(30)

Key Catalog Trends and Issues

358

(5)

The Catalog Process and Strategies

363

(21)

The Catalogs of Tomorrow

384

(3)

Creating Print Advertising

387

(36)

Visualizing the Prospect

387

(4)

Selecting Advantages and Benefits

391

(2)

Harnessing the Power of Semantics

393

(3)

Building In the ``Hook''

396

(1)

Writing the Lead

396

(2)

Classic Copy Structure

398

(2)

Other Ways to Structure Copy

400

(1)

Establishing the Uniqueness of Your Product or Service

401

(5)

Effective Use of Testimonials

406

(1)

Justify the Price

407

(1)

Visual Reinforcement of Words and Ideas

408

(1)

The Response Device

409

(1)

Telescopic Testing

409

(3)

Creating ``Stopping Power'' for Your Ads

412

(11)

SECTION V Testing and Mesasuring

Mathematics of Direct Marketing

423

(16)

The Basic Strands

423

(1)

Single Transaction Costs and Contribution to Marketing Costs and Profit

424

(5)

Setting the marketing Investment

429

(3)

Special Programs

432

(2)

Engineering a Direct Marketing Business

434

(5)

Creativity and Testing

439

(21)

Urgent Need for Creativity

439

(2)

Brainstorming

441

(2)

Creative Stimulators

443

(6)

Test the Big Things

449

(1)

Projectable Mailing Sample Sizes

450

(1)

Testing Components versus Testing Mailing Packages

450

(3)

How to Test Print Advertising

453

(2)

Telescopic Testing

455

(5)

Research for Direct Marketers

460

(32)

Research and Testing the Big Things

460

(2)

Testing and the Total Marketing Research Process

462

(3)

Marketing Research for Traditional and Nontraditional Direct Marketers

465

(2)

Direct Marketing Research for Consumer Products

467

(3)

Putting Attitudinal Research to Work for Your Business

470

(10)

Direct Marketing Research for Business-to-Business Applications

480

(4)

Primary Research for Marketing and Creative Development

484

(4)

The Future of Research in Direct Marketing

488

(1)

Consumer Insights and Delivery Process

489

(3)

Appendix Careers in Direct Marketing

492

(11)

Glossary

503

(30)

Index

533


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