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Commonsense Direct Marketing

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ISBN-10: 0749431210

ISBN-13: 9780749431211

Edition: 4th 2000 (Revised)

Authors: Drayton Bird

List price: $39.95
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Description:

Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Commonsense Direct Marketing is packed with international case studies that show how companies worldwide have implemented the author's ideas, and covers a vast range of strategies necessary for a successful campaign. Amongst the topics examined are: the role of the marketing department; how to acquire and keep a customer; how to achieve objectives and evaluate results; what you should sell; how to position product effectively; how to choose your agency - and how to do without one; the Internet - the direct marketer's new tool.
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Book details

List price: $39.95
Edition: 4th
Copyright year: 2000
Publisher: Kogan Page, Limited
Publication date: 1/1/2000
Binding: Paperback
Pages: 352
Size: 7.48" wide x 9.70" long x 0.96" tall
Weight: 1.804
Language: English

In November 2003 the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today's marketing, other names included Kotler, Peters and Levitt. Advertising legend the late David Ogilvy said he "knows more about direct marketing than anyone in the world. His book about it is pure gold. His speeches are not only informative, but hilariously funny." Campaign named him one of the 50 most important individuals in UK advertising during the previous 25 years - "the only universally acknowledged point of creativity in the direct marketing world". UK magazine Direct Response said his impact on UK direct marketing was "unlikely to be matched by any other individual" In 1994 he was named one of the first six Fellows of the Institute of Direct Marketing; in 1997 he was voted Educator of the Year. In May 2001 the British Direct Marketing Association placed him on their Roll of Honour. In December 2003, most of the readers of Precision Marketing voted him leading direct marketing personality in the last 15 years. His book, Commonsense Direct and Digital Marketing (1982) is in its fifth edition. Published in 17 languages, it is the best-selling British work on the subject. A reviewer of his book, How to Write Sales Letters That Sell! said, "The only book the subject should ever need. I just hope no one tries to do better." He has written over 1,000 columns for magazines in Europe, Australia, India, the UK and Malaysia and a compilation of his articles, Marketing Insights and Outrages. He has worked with many of the world's leading brands, including American Express, British Airways, Deutsche Post, Ford, Microsoft, Nestl�, Procter & Gamble, Philips, The Royal Mail, Unilever and Visa. He has also worked with major advertising agency groups, including Y & R, JWT, FCB and Leo Burnett. Business schools, universities and management consultants he has worked with include Columbia University Business School, New York, INSEAD, The London Business School, ESIC (Madrid), IPADE (Mexico City), IPADE (Lima), Cap Gemini, McKinsey and A. T. Kearney. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency and which he sold in l984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O & M Direct become the world's largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters. He has interests in five other firms in the UK and Asia.

Beginnings
The amateur approach
The difficult approach
Some valuable discoveries
The mysterious rise of direct marketing
A paradox
Your timing is good
The Three Graces of Direct Marketing
Short-term thinking
To make and keep a customer
What is direct marketing?
The Three Graces of direct marketing
How your customer is changing
Controllability: an important benefit
Giving your customer a better service
The spiral of prosperity
Direct Marketing Can Do More Than You Think
What can you sell?
The role of direct marketing
Five major objectives of direct marketers ...
... And four ways to achieve them
Which names are best?
How to Get Started
Does your business have a continuing relationship built in?
Sales-force help
Some pertinent questions
Use your names
Retail problems
The key to profit
Employers and shareholders
Who complains?
What mail order teaches
Three major errors
What should you sell?
Can you offer a good deal?
Ask your customers
How does it compare?
Pay the right price
Don't over order
Where to look
Positioning and Other Mysteries Explained
Sound advice on boasting
Would a salesman do this?
Added value
Unique selling proposition
Positioning: today's theory
Changing the rules
General advertising and positioning
How to Plan Clearly
Eleven steps to success
Five questions you must answer
Keep in touch
How to understand your customers better
Who knows where or when?
Where your money will do most good
Media: A Different, More Flexible Approach
Five major differences
The media recipe
Timing critical
The seven media at our disposal
The media of the future
Successful media selection
Proven principles of negotiation
Ten good deals
Your Greatest Asset
The value of a name
The relative importance of the list
Twelve criteria for evaluating lists
Your database and how to build it
Where to find the best new customers
Syndicated questionnaires
Compiled lists
Where Ideas Come From and How to Express Them Persuasively
The birth of an idea
Getting organised
Context is everything
Nationalities and social groups
Media vary; principles don't
How to build conviction
The nuts and bolts of good creative copy
Creativity in action
Two secret ingredients
How to Make Your Creative Work Virtually Foolproof
Twenty-five pointers before you write a word or sketch a layout
Planning your creative treatment
Eleven uncreative (but tested) ways to make your layout work harder
Thirteen attention-grabbers
Tricks and techniques that keep people reading
Charity advertising: a special case
What to watch for in broadcast
Now that you think it's perfect have you forgotten anything?
How to Test - and Evaluate Your Results
Testing: the first duty
Thirteen ways you can learn by testing
A fair test?
A true and proper record
What testing achieved for one client
Testing Versus Research - and Other Matters
Tests that gained an account
Two laws of testing
Startling results
Nine initial testing opportunities
How much should you test? And when?
A famous case-history
How to Choose Your Agency - and When to Do Without One
Agency or not?
Speculative presentations
Organisation and procedure
Playing the field
How much you should pay
Money and talent
Try to understand the process
Client and Agency: the Unequal Partnership
The impossible dream
Joy ride?
Two types of relationship
Where things go wrong and how to get them right
Other trouble spots
The Future: Full Circle
Honesty
Full circle
Index