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Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct Marketing Economic Impact of Direct Marketing Direct Marketing Defined The Basics of Direct Marketing One-to-One and Customer Relationship Marketing Integrated Communications Case Study: E*Trade Securities Inc. Pilot Project Key Points Chapter 2: Business, Strategic and Direct Marketing Planning Three Key Strategic Questions The Strategic Business Plan The Strategic Plan The Direct Marketing Plan The Creative Strategy Plan Case Study: Wells Fargo Bank Pilot Project Key Points Chapter 3: The Impact of Databases What is a Database? Sources of Information Database Marketing and Customer Relationships Customer Relationships and Lifetime Value (LTV) Accessing Data through Data Warehouses and Data Marts Using Data Mining to Make Decisions Taking Your Database Global Databases Raise Privacy Issues Case Study: 3Com: Building a Global Database Pilot Project Key Points Chapter 4: Consumer and Business Mailing Lists Mailing List Basics Types of Mailing Lists Profiling List Selection Guidelines Renting Mailing Lists Evaluating Mailing Lists List Hygiene Privacy Case Study: Staples Direct Background Pilot Project Key Points Chapter 5: The Offer Factors to Consider Selecting Response Channels An In-Depth Look at Unique Offers Merchandising the Offer Short- and Long-Term Effects of Offers Ways to Hype Response Danger of Overkill Case Study: Simple Pleasures Light Pilot Project Key Points Section Two: Media of Direct Marketing/H2> Chapter 6: Magazines Testing Regional Editions Pilot Publications Bind-in Insert Cards Bingo Cards Magazine Advertising Response Pattern Timing and Frequency Determining Proper Ad Size Four-Color, Two-Color, Black and White The Position Factor How to Buy Direct Response Space Case Study: State Farm Pilot Project Key Points Chapter 7: Newspapers Newspaper Preprints Syndicated Newspaper Supplements Local Newspaper Magazines Comics as a Direct Marketing Medium Developing a Newspaper Test Program The Position Factor Color versus Black and White Case Study: Outsourcing a Newspaper Campaigns Pilot Project Key Points Chapter 8: TV/Radio Broadcast Applications Infomercials Radio Videocassettes Basic Broadcast Concepts Buying Time Creating for Direct Response TV Creating for Radio TV in the Multimedia Mix Case Study: Surety Inc. Pilot Project Key Points Chapter 9: Co-ops Getting Co-ops Read Consumer Co-ops Business-to-Business/Professional Co-ops Other Channels of Distribution Why Offer Coupons? Co-op Testing Rules Case Study: WEB Direct Marketing/Hanover House Pilot Project Key Points Chapter 10: Telemarketing/Teleservices A Study of Human Perception Teleservice Applications Inbound Teleservices Outbound Teleservices Hiring: The Lifeblood of the Call Center The Mathematics of Telemarketing Privacy and Regulation Case Study: Airborne Freight Corporation Pilot Project Key Points Section Three: Internet Direct Marketing Chapter 11: Overview of Internet Direct Marketing Internet Applications Fast Growth, Empowered Buyers Privacy-A Growing Concern Direct Marketing and the Internet: A Perfect Marriage The Benefits of E-Commerce Online Business Models Consumer E-Commerce Growth Business to Business E-Commerce Growth E-Communications E-Care: On-line Customer Service A New Frontier: Wireless Internet Applications Case Study: Dell Computer Pilot Project Key Points Chapter 12: E-Communications Using E-Communications to Build Customer Perceptions Banner Ads Banner Ad Success Borrows from Direct Response Planning Banner Ad Campaign Objectives Media Planning and Testing Using E-Mail in Internet Direct Marketing Creating Effective E-Mail Promotions Case Study: Autobytel.com Pilot Project Key Points Chapter 13: E-Commerce Channel Conflicts Exist Redesigning Customer Business Processes for E-Commerce The Buyer/Seller Model E-Care: The Care and Feeding of Online Customers Case Study: Barnes & Noble Pilot Project Key Points Section Four: Managing the Creative Process Chapter 14: Creating Direct Mail Advertising The Letter is King of the Package Eleven Guidelines to Good Copy Writing Letters to Formula The Seven-Step Formula for Winning Letters The Problem-Solving Strategic Approach Other Elements of the Classic Mailing Package How to Improve a Good Mailing Package Classic Mailing Packages Get Results Case Study: Illinois Lottery Birthday Program Pilot Project Key Points Chapter 15: Creating and Managing Catalogs Core Competency #1: Merchandising Core Competency #2: Positioning the Catalog Core Competencies #3 and #4: New Customer Acquisition and Customer List Communication Core Competency #5: Creative Execution Catalog Competency #6: Catalog Fulfillment Catalog Competency #7: Catalog Database Strategies Catalog Competency #8: Analysis-the Numbers Side of Catalogs Cataloging and the Internet Three Factors of Online Success The Future of Cataloging Case Study: Children's Memorial Hospital Background Challenge Solution Results Pilot Project Key Points Chapter 16: Creating Print Advertising Visualizing the Prospect Writing the Headline Selecting Advantages and Benefits Classic Copy Structure Other Ways to Structure Copy Establishing the Uniqueness of Your Product or Service Case Study: Prevention Magazine Pilot Project Key Points Section Five: Marketing to Businesses Chapter 17: Business to Business Direct Marketing Value-Added Direct Marketing Listening to the Customer's Voice Contact Channels and Communication Strategies Building the Customer Center Cultivating Customers and Acquiring New Customers Meeting the Challenges of Our Decade Case Study: Contract Office Products Pilot Project Key Points Chapter 18: Managing a Lead-Generation Program The Role of the Internet in Generating and Managing Leads Today's Sales Force: People or Process Types of Lead-Generation Programs Planning Successful Lead-Generation Programs Other Ingredients of an Effective Lead-Management System Understanding the Art of Communication Adjusting Quality and Quantity of Leads Capacity Planning Lead Flow Monitoring and Contingency Planning Lead Classification and Scoring Inquiry Processing Cost Analysis Tracking and Results Reporting Decision Support Tools Sample Reports for Sales Managers Sample Reports for Advertising Managers Case Study: Allstate Insurance Company Life Pilot Project Key Points Section Six: Marketing Intelligence Chapter 19: Modeling for Business Decision Support The Purpose of Modeling: Looking Back in Order to Look Ahead Customer and Prospect Modeling Defining the Variables Useful Modeling Techniques Modeling: Expensive, Essential, and Not for Statisticians Only Case Study: Benefiting from Predictive Modeling with Databases Pilot Project Key Points Chapter 20: Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and Profits Key Performance Indicators Setting the Market Investment Continuous Revenue Relationships Inquiry Conversion Programs Engineering a Direct Marketing Business Case Study: The Dressing Under Duress Society or DUDS Pilot Project Key Points Chapter 21: Innovation through Creativity and Testing Creativity and Being Creative Brainstorming Creative Stimulators Test the Big Things How to Test Print Advertising Testing Hypotheses in Print Ads Testing Online Creativity and Testing, Not Creativity versus Testing Case History: Yamaha Piano Pilot Project Key Points Chapter 22: Research for Direct Marketing Research and Testing: A Complementary Process Testing and the Total Marketing Research Process Primary and Secondary Research Direct Marketing Research for Consumer Products Using Attitudinal Research to Profile Target Audiences and Product Categories Using Attitudinal Research for Customer Segmentation Research for Business-to-Business Applications Primary Research for Marketing and Creative Development The Future of Research in Direct Marketing Case Study: Latina Style Magazine Pilot Project Key Points Appendix: Careers in Direct Marketing Careers in Direct Response Advertising Agencies Careers in the List Field Careers in Database Marketing Careers in Catalog Marketing The Newest Direct Medium: The Internet Careers in Telemarketing Careers in Customer Acquisitions and Retention Careers with Suppliers Your First Job Advancing in Your Career: What Skills Will Be Needed? How Do I Get Started? Where are the Jobs and How Can I Find Out about Them? Job Banks/On-line Resources A Word about Salaries Marketing Yourself Glossary About the Authors