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Beyond 2000: The Future of Direct Marketing by Jerry I. Reitman, James G. Oates

By Jerry I. Reitman, James G. Oates

Learn how 28 experts from fields as diversified as communications, media, checklist brokerage, retail, publishing, and supplier administration believe traits will impression all direct advertising different types and notice inventive strategies, instruments, and techniques that might upload new strength on your direct advertising arsenal. you can find out tips on how to:
-- resolve the strategic demanding situations of a world environment
-- Craft messages that stand out
-- combine telemarketing into print, mail, and broadcast campaigns

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Additional info for Beyond 2000: The Future of Direct Marketing

Example text

It is inside-out marketing. With a customized mass marketing approach, the consumer or customer segments are first valued in some way. Generally, this can be done based on present purchases by item or on total projected income flows over time. In other words, with the CMM approach, the marketer looks at how much a customer is actually worth to the organization, not just how many purchases have been made or what share of market has been obtained or what volume has been shipped. This calculation can be done at the gross or even net margin level.

Line extensions offer different tastes, features, price points, and attributes to address the needs of a diverse society. The notion of one ad for one product communicated via one medium is absurd, given today's marketplace. But that doesn't mean that the idea of a cohesive brand image is lying by the wayside. It's possible to integrate each part of the communications plan with each other part. For example, there are four different varieties of Marlboro cigarettes sold in over 16 different packages.

Each of us, in our own way, and in our own segment of the industry, has been an active participant in and beneficiary of what came before us. The history of direct marketing is rich with innovative and creative individuals, many of them contributors to this book. The world of direct marketing has changed. What started as a method of selling by Richard Warren Sears and Aaron Montgomery Ward in the 19th century has been enriched by countless other individuals and companies. People like John Caples of BBD&O gave it a creative style in print.

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