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MARKETING AND CREATIVITY Susan K. Jones.

By: JOHN-KURT PLINIUSSEN.
Material type: materialTypeLabelBookPublisher: CANADA FIRST CHOICE c2018Edition: .Description: xiv, 168 p. : ill. ; 24 cm.ISBN: 9781933199313 (pbk.); 1933199318.Other title: Creative , marketing.Subject(s): Direct marketing | Interactive marketingOnline resources: Contributor biographical information
Contents:
1: Laying the groundwork -- A profitable blend of art and science -- The discipline of direct and interactive marketing creativity -- Research in direct and interactive marketing -- Databases, privacy, ethics, and customer relationship management -- How creative strategy fits into the direct and interactive marketing plan -- A creative person's view of direct and interactive marketing media -- Who should do the creative work and what do they need to know? -- The offer in direct and interactive marketing -- The science of creative testing -- 2: Creative direct marketing -- Direct mail marketing -- How to create effective direct response print ads -- Catalogs and multichannel marketing -- Broadcast direct marketing -- Building long-term customer value through back-end marketing -- Other consumer direct and interactive marketing media -- Business-to-business direct and interactive marketing -- E-commerce marketing -- 3: Creating and producing the work -- Copywriting and graphic design -- Preparing artwork for printing -- Printing and personalization -- Print production planning/working with suppliers -- Lists, service bureaus, the post office, and lettershops.
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Item type Current location Collection Call number Status Notes Date due Item holds
General Circulation Books General Circulation Books HF5415. K34 2018 (Browse shelf) Available S.O
General Circulation Books General Circulation Books Non-fiction HF5415. K34 2018 (Browse shelf) Available S.O
General Circulation Books General Circulation Books Non-fiction HF5415. K34 2018 (Browse shelf) Available S.O
General Circulation Books General Circulation Books Non-fiction HF5415. K34 2018 (Browse shelf) Available S.O
Total holds: 0

1: Laying the groundwork -- A profitable blend of art and science -- The discipline of direct and interactive marketing creativity -- Research in direct and interactive marketing -- Databases, privacy, ethics, and customer relationship management -- How creative strategy fits into the direct and interactive marketing plan -- A creative person's view of direct and interactive marketing media -- Who should do the creative work and what do they need to know? -- The offer in direct and interactive marketing -- The science of creative testing -- 2: Creative direct marketing -- Direct mail marketing -- How to create effective direct response print ads -- Catalogs and multichannel marketing -- Broadcast direct marketing -- Building long-term customer value through back-end marketing -- Other consumer direct and interactive marketing media -- Business-to-business direct and interactive marketing -- E-commerce marketing -- 3: Creating and producing the work -- Copywriting and graphic design -- Preparing artwork for printing -- Printing and personalization -- Print production planning/working with suppliers -- Lists, service bureaus, the post office, and lettershops.

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