Contemporary Direct Marketing Review

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(More customer reviews)Purchased this book for a course I was taking at college. Easy to read and understand.

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For courses in Direct, Database, and Interactive Marketing. Written by recognized leaders, Martin Baier, a member of the "Direct Marketing Hall-of-Fame" and, Lisa Spiller, an award-winning direct marketing educator, this new textbook provides a comprehensive and fresh overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and accountable, response-driven marketing. The field of direct marketing has been transformed by new technologies; this book addresses that plus helps students learn by doing via hands-on exercises, cases, and applications.

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Tested Advertising Methods (Prentice Hall Business Classics) Review

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(More customer reviews)It is so good because Caples was in the mail order advertising business for forty-something years, and that's one of the few kinds of advertising that gets real feedback. Ads can be tested and the results can be compared. So Caples gives you FACTS rather than opinions about what works in advertising.
The book is very informative and also very interesting because Caples will show you two examples of ads he ran as a split-run and says "one sold three times more than the other; can you guess which one?" Then he'll tell you, and tell you WHY.
Not only that, but the book is extremely readable. I'm the author of Self-Help Stuff That Works, and I'm an expert on putting the most useful information into a readable form, and this book is as good as it gets. As David Ogilvy says in the introduction, "This is, without a doubt, the most USEFUL book about advertising that I have ever read." No more endorsement than that is needed!

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The fifth edition of this work on how to create successful advertising features new coverage on small businesses with limited revenues, non-profit advertising, as well as techniques of headlines, illustrations and layouts. There is also new information useful to smaller businesses.

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