By Bird D.

ISBN-10: 0749447605

ISBN-13: 9780749447601

As a part of a essentially established publication sequence aimed toward center and senior point company managers, this primary paperback version of a advisor at the beginning released in 1982 demystifies positioning, media (examples included), birthing rules, and different facets of direct advertising in a conversational tone. poultry, a veteran British direct marketer who now runs his personal corporation, concludes that it's time for the sphere to move complete circle in desire of generalists over experts.

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Extra resources for Commonsense Direct and Digital Marketing

Example text

One UK company, Direct Line Insurance, obviously thought so. They tried very hard to build their brand in their ads and became the largest in their field in under ten years. Since then others – Churchill and Admiral in the UK and Geico in the United States – have done the same. Apart from what you do in your advertising, what else would be possible? Well, for a start, you could improve what you offer. Perhaps you could offer your customers a series of helpful services. If you’re selling life insurance, for instance, booklets on health.

The importance of tracking the performance of an enquiry was brought home to me in a way I will never forget in the mid-1970s when I elected to place virtually all the advertising money I had for a company I controlled in a particular medium which appeared, on the basis of enquiries, to be doing twice as well as any other. This was, to say the least, an unwise decision: the conversion rate was abysmal, the publication made me no money whatsoever, and eventually I had to close down what appeared to be a very promising business.

It is also an excellent way of adhering to Levitt’s description that we should make and keep customers. Finally it quite simply makes good economic sense and helps you spend your money effectively and measure the results properly. The Three Graces of direct marketing ᔢ 35 So now that we have established what direct marketing is, why it is growing, where it fits into marketing and other related activities like advertising, let us consider more carefully where it fits into your business. Points to remember • • • • • • • • • • • • • • • • • • Know your business aim.

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Commonsense Direct and Digital Marketing by Bird D.


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