Winning Direct Response Advertising - From Print Through Interactive Media (Hardcover, 2nd Ed)

Get Joan Throckmorton's latest ideas on creating "breakthrough" direct response advertising. This second edition brings to life the use of database marketing and research, the value of teamwork in developing creative concepts, computer design and production, and electronic catalogs and home shopping. Plus, you'll find all the practical guidance you need to:
-- Develop the most powerful creative strategies
-- Choose the bestselling techniques and propositions for your product
-- Create and produce direct mail packages and catalogs that sell more product
-- Sharpen your creative concepts
-- Create winning print response ads
-- Develop powerful promotions for broadcast and the new electronic media