Design for Response : Creative Direct Marketing That Works

by Sherr, Leslie H.; Katz, David J.

• ISBN13: 9781564963802
• ISBN10: 1564963802
• Format: Hardcover
• Copyright: 1999-03-01
• Publisher: Quayside Pub Group

Summary

Direct marketing - from a simple postcard to an interactive e-mail - possesses an astonishing ability to get people to act in response to a message. But while anyone can send a message, it requires a special talent to elicit a response. Design for Response gathers together superb examples from a range of client needs and creative solutions to give marketers and designers a comprehensive, strategic understanding of why and how the best campaigns work.
Each chapter opens with a detailed case study followed by print and three-dimensional examples with a proven track record for producing results.

Author Biography

Leslie Sherr is a former editor at Graphis, and formerly director of communications at Desgrippes Gobe & Associates, an international strategic design and brand image firm.

Table of Contents

Introduction: Why Clients Need Persuasion Partners (Instead of Advertising Agencies)	p. 8
Proactive Marketing
Increase Awareness: Eagle's Eye, Bridget de Socio, Socio X	p. 16
Build a Relationship: Ubu Gallery, Eileen Boxer, Boxer Design	p. 32
Reactive Marketing
Essay: Can We Talk?	p. 54
Tell Us About Yourself: Census 2000, Julie Marable and Sylvia Harris Woodard, 212 Associates	p. 58
Come for a Visit, Give Us a Try: Otis Elevator, Andrew Maguire, Decker	p. 70
Interactive Marketing
Get with the Program: Art Center College of Design, Rebeca Mendez, Art Center Design Office	p. 86
Send a Donation: DIFFA, Jilly Simons, Concrete	p. 102
Make a Purchase: Ocean Catalog, Aamir Ahmad, Ocean Home Shopping Ltd	p. 120
Directory of Designers	p. 137
Index	p. 141
About the Authors	p. 143
Table of Contents provided by Blackwell. All Rights Reserved.