The Complete Idiot’s Guide to Direct Marketing
The Complete Idiot’s Guide to Direct Marketing by Robert W. Bly, published by Penguin in 2001, is a comprehensive resource that spans 359 pages. This first edition offers readers a thorough exploration of direct marketing, covering essential topics such as planning, copywriting, design, and production. It serves as a guide to understanding various formats and media used in direct marketing, providing practical insights into effective strategies.
Readers will find detailed information on common applications of direct marketing, including subscriptions, lead generation, and mail order. The book also emphasizes the importance of measuring results, offering guidance on conducting statistically valid tests and interpreting outcomes. With its focus on business and economics, this guide aims to equip individuals with the knowledge needed to implement successful direct marketing programs and enhance response rates.
Official synopsis Publisher
The Complete Idiot’s Guide® to Direct Marketing provides succinct, authoritative coverage on all aspects of direct marketing, including: the fundamentals-planning, copy, design, lists, offers, and production; the guidelines-using specific formats and media; specific tips-on the most common applications of direct marketing, including subscriptions, lead generating, and mail order; and how to measure results–how to conduct statistically valid tests, interpret results, roll out successful programs, and improve response.
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