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| Direct Marketing Essentials | |
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| The Scope of Direct Marketing Economic Impact of Direct Marketing | |
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| Direct Marketing Defined | |
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| The Basics of Direct Marketing | |
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| One-to-One and Customer Relationship Marketing | |
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| Integrated Communications | |
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| Case Study: E | |
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| Trade Securities Inc.Pilot Project | |
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| Key Points | |
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| Business, Strategic and Direct Marketing Planning Three Key Strategic Questions | |
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| The Strategic Business Plan | |
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| The Strategic Plan | |
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| The Direct Marketing Plan | |
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| The Creative Strategy Plan | |
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| Case Study: Wells Fargo Bank | |
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| Pilot Project | |
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| Key Points | |
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| The Impact of Databases What is a Database?Sources of Information | |
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| Database Marketing and Customer Relationships | |
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| Customer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data Marts | |
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| Using Data Mining to Make Decisions | |
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| Taking Your Database Global | |
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| Databases Raise Privacy Issues | |
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| Case Study: 3Com: Building a Global Database | |
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| Pilot Project | |
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| Key Points | |
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| Consumer and Business Mailing Lists Mailing List Basics | |
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| Types of Mailing Lists | |
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| Profiling | |
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| List Selection Guidelines | |
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| Renting Mailing Lists | |
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| Evaluating Mailing Lists | |
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| List Hygiene | |
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| Privacy | |
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| Case Study: Staples Direct | |
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| Background | |
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| Pilot Project | |
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| Key Points | |
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| The Offer Factors to Consider | |
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| Selecting Response Channels | |
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| An In-Depth Look at Unique Offers | |
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| Merchandising the Offer | |
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| Short- and Long-Term Effects of Offers | |
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| Ways to Hype Response | |
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| Danger of Overkill | |
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| Case Study: Simple Pleasures Light | |
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| Pilot Project | |
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| Key Points | |
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| Media of Direct Marketing | |
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| Magazines Testing Regional Editions | |
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| Pilot Publications | |
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| Bind-in Insert Cards | |
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| Bingo Cards | |
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| Magazine Advertising Response Pattern | |
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| Timing and Frequency | |
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| Determining Proper Ad Size | |
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| Four-Color, Two-Color, Black and White | |
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| The Position Factor | |
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| How to Buy Direct Response Space | |
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| Case Study: State Farm | |
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| Pilot Project | |
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| Key Points | |
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| Newspapers Newspaper Preprints | |
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| Syndicated Newspaper Supplements | |
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| Local Newspaper Magazines | |
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| Comics as a Direct Marketing Medium | |
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| Developing a Newspaper Test Program | |
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| The Position Factor | |
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| Color versus Black and White | |
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| Case Study: Outsourcing a Newspaper Campaigns | |
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| Pilot Project | |
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| Key Points | |
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| TV/Radio Broadcast Applications | |
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| Infomercials | |
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| Radio | |
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| Videocassettes | |
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| Basic Broadcast Concepts | |
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| Buying Time | |
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| Creating for Direct Response TVCreating for Radio | |
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| TV in the Multimedia Mix | |
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| Case Study: Surety Inc.Pilot Project | |
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| Key Points | |
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| Co-ops Getting Co-ops Read | |
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| Consumer Co-ops | |
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| Business-to-Business/Professional Co-ops | |
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| Other Channels of Distribution | |
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| Why Offer Coupons?Co-op Testing Rules | |
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| Case Study: WEB Direct Marketing/Hanover House | |
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| Pilot Project | |
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| Key Points | |
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| Telemarketing/Teleservices A Study of Human Perception | |
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| Teleservice Applications | |
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| Inbound Teleservices | |
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| Outbound Teleservices | |
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| Hiring: The Lifeblood of the Call Center | |
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| The Mathematics of Telemarketing | |
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| Privacy and Regulation | |
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| Case Study: Airborne Freight Corporation | |
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| Pilot Project | |
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| Key Points | |
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| Internet Direct Marketing | |
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| Overview of Internet Direct Marketing Internet Applications | |
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| Fast Growth, Empowered Buyers | |
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| Privacy-A Growing Concern | |
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| Direct Marketing and the Internet: A Perfect Marriage | |
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| The Benefits of E-Commerce | |
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| Online Business Models | |
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| Consumer E-Commerce Growth | |
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| Business to Business E-Commerce Growth | |
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| E-Communications | |
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| E-Care: On-line Customer Service | |
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| A New Frontier: Wireless Internet Applications | |
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| Case Study: Dell Computer | |
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| Pilot Project | |
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| Key Points | |
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| E-Communications Using E-Communications to Build Customer Perceptions | |
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| Banner Ads | |
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| Banner Ad Success Borrows from Direct Response | |
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| Planning Banner Ad Campaign Objectives | |
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| Media Planning and Testing | |
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| Using E-Mail in Internet Direct Marketing | |
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| Creating Effective E-Mail Promotions | |
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| Case Study: Autobytel.com | |
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| Pilot Project | |
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| Key Points | |
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| E-Commerce Channel Conflicts Exist | |
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| Redesigning Customer Business Processes for E-Commerce | |
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| The Buyer/Seller Model | |
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| E-Care: The Care and Feeding of Online Customers | |
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| Case Study: Barnes & Noble | |
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| Pilot Project | |
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| Key Points | |
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| Managing the Creative Process | |
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| Creating Direct Mail Advertising The Letter is King of the Package | |
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| Eleven Guidelines to Good Copy | |
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| Writing Letters to Formula | |
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| The Seven-Step Formula for Winning Letters | |
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| The Problem-Solving Strategic Approach | |
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| Other Elements of the Classic Mailing Package | |
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| How to Improve a Good Mailing Package | |
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| Classic Mailing Packages Get Results | |
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| Case Study: Illinois Lottery Birthday Program | |
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| Pilot Project | |
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| Key Points | |
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| Creating and Managing Catalogs Core Competency #1: Merchandising | |
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| Core Competency #2: Positioning the Catalog | |
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| Core Competencies #3 and #4: New Customer Acquisition and Customer List Communication | |
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| Core Competency #5: Creative Execution | |
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| Catalog Competency #6: Catalog Fulfillment | |
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| Catalog Competency #7: Catalog Database Strategies | |
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| Catalog Competency #8: Analysis-the Numbers Side of Catalogs | |
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| Cataloging and the Internet | |
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| Three Factors of Online Success | |
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| The Future of Cataloging | |
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| Case Study: Children''s Memorial Hospital | |
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| Background | |
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| Challenge | |
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| Solution | |
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| Results | |
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| Pilot Project | |
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| Key Points | |
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| Creating Print Advertising Visualizing the Prospect | |
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| Writing the Headline | |
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| Selecting Advantages and Benefits | |
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| Classic Copy Structure | |
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| Other Ways to Structure Copy | |
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| Establishing the Uniqueness of Your Product or Service | |
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| Case Study: Prevention Magazine | |
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| Pilot Project | |
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| Key Points | |
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| Marketing to Businesses | |
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| Business to Business Direct Marketing Value-Added Direct Marketing | |
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| Listening to the Customer''s Voice | |
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| Contact Channels and Communication Strategies | |
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| Building the Customer Center | |
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| Cultivating Customers and Acquiring New Customers | |
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| Meeting the Challenges of Our Decade | |
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| Case Study: Contract Office Products | |
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| Pilot Project | |
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| Key Points | |
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| Managing a Lead-Generation Program The Role of the Internet in Generating and Managing Leads | |
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| Today''s Sales Force: People or Process | |
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| Types of Lead-Generation Programs | |
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| Planning Successful Lead-Generation Programs | |
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| Other Ingredients of an Effective Lead-Management System | |
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| Understanding the Art of Communication | |
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| Adjusting Quality and Quantity of Leads | |
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| Capacity Planning | |
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| Lead Flow Monitoring and Contingency Planning | |
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| Lead Classification and Scoring | |
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| Inquiry Processing Cost Analysis | |
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| Tracking and Results Reporting | |
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| Decision Support Tools | |
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| Sample Reports for Sales Managers | |
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| Sample Reports for Advertising Managers | |
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| Case Study: Allstate Insurance Company Life | |
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| Pilot Project | |
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| Key Points | |
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| Marketing Intelligence | |
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| Modeling for Business Decision Support The Purpose of Modeling: Looking Back in Order to Look Ahead | |
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| Customer and Prospect Modeling | |
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| Defining the Variables | |
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| Useful Modeling Techniques | |
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| Modeling: Expensive, Essential, and Not for Statisticians Only | |
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| Case Study: Benefiting from Predictive Modeling with Databases | |
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| Pilot Project | |
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| Key Points | |
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| Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and Profits | |
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| Key Performance Indicators | |
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| Setting the Market Investment | |
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| Continuous Revenue Relationships | |
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| Inquiry Conversion Programs | |
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| Engineering a Direct Marketing Business | |
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| Case Study: The Dressing Under Duress Society or DUDSPilot Project | |
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| Key Points | |
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| Innovation through Creativity and Testing Creativity and Being Creative | |
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| Brainstorming | |
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| Creative Stimulators | |
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| Test the Big Things | |
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| How to Test Print Advertising | |
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| Testing Hypotheses in Print Ads | |
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| Testing Online | |
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| Creativity and Testing, Not Creativity versus Testing | |
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| Case History: Yamaha Piano | |
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| Pilot Project | |
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| Key Points | |
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| Research for Direct Marketing Research and Testing: A Complementary Process | |
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| Testing and the Total Marketing Research Process | |
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| Primary and Secondary Research | |
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| Direct Marketing Research for Consumer Products | |
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| Using Attitudinal Research to Profile Target Audiences and Product Categories | |
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| Using Attitudinal Research for Customer Segmentation | |
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| Research for Business-to-Business Applications | |
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| Primary Research for Marketing and Creative Development | |
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| The Future of Research in Direct Marketing | |
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| Case Study: Latina Style Magazine | |
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| Pilot Project | |
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| Key Points | |
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| Appendix: Careers in Direct Marketing | |
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| Careers in Direct Response Adver | |