DIRECT MARKETING MANAGEMENT
Chapter 1 Contemporary Direct Marketing
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Definition of Direct Marketing
The Special Competencies of Direct Marketing
The Decision Variables of Direct Marketing
Generic Objectives of Direct Marketing Programs
The Media of Direct Marketing
Direct Marketing as a Global Industry
Chapter 2 Planning a Direct Marketing Program
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A Hypothetical, but Realistic, Example
The Elements of a Direct Marketing Program Plan
The Role of Service Agencies in Planning and Executing Direct Marketing Programs
Chapter 3 Offer Planning and Positioning
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Elements of the Direct Marketing Offer
Considerations in Designing the Offer
Planning Offers for Multistep Programs
A Few More Words about Costs
What Motivates You to Respond?
The Importance of Positioning
Chapter 4 Mailing Lists: Processing and Selection
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Types of Lists
The List Rental Process
Data Overlay or Enhancement
Merge/Purge
Economics and Selection of Mailing Lists
Chapter 5 List Segmentation
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Illustrating the Advantage of Segmentation
Factors Affecting the Benefits of List Segmentation
Segmentation Techniques
Comparison of Segmentation Techniques
Other Consi8derations in Choice of Segmentation Technique
Chapter 6 Creative Strategy and Execution
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What Is Creativity and Who Has It?
Developing Creative Strategies
Creative Execution
Evaluating the Creative Product
A Word about Business-to-Business Advertising
What about Creative Awards?
Chapter 7 Fulfillment and Customer Service
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Elements of Fulfillment
Order-Form Issues
Receiving Orders
Processing Orders
Inventory Policy
Warehousing Issues
Customer Service
Planning and Control
Using an Outside Contractor for Fulfillment Services
Chapter 8 Developing and Using Customer Databases
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What is a Database?
An Example of a Marketing Database
The Components of a Database System
A definition of Database Marketing
Issues in Establishing a Customer Database
Making the Database Cost Effective
A Word about the Future of Database Marketing
Chapter 9 Profitability and Lifetime Value
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Revenue, Profit and Contribution
Costs
Profit and Loss Statements
Chapter 10 Testing Direct Marketing Programs
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What Should Be Tested?
Sampling
Estimat6ion and Sample Size
Economics of Sampling
The Testing Process
The Need for Efficient Test Designs
One-at-aTime Designs versus Factorial Designs
Analysis of Variance
An Example with Interaction Present
A Word about Testing in the Real World
More Sophisticated Experimental Designs
Chapter 11 Business-to-Business Direct Marketing
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Business-to-Business Direct Marketing Process
Lead Generation and Management Process
The Business-to-Business Database
Chapter 12 Developing Direct Mail Campaigns
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Special Characteristics of Direct Mail
"Junk" Mail
The Classic Direct Mail Package
Other Aspects of Direct Mail Marketing
After the Successful Direct Mail Package--What Then?
Chapter 13 Catalog Marketing
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The Development of Catalog Marketing
The Appeal of Catalogs
The Crowded Catalog Marketplace
Developing and Marketing Catalogs
Catalog Design
Producing the Catalog
Catalogs and Retail Stores
Chapter 14 Telephone Marketing
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The Example of Grolier, Inc.
What Does Telemarketing Do Especially Well?
What Are the Potential Downsides of Telephone Marketing?
A Definition of Telephone Marketing
The Basic Types of Telephone Marketing
Developing Telephone Marketing Programs
Establishing an Outbound Telemarketing Program
Establishing an In-House Telephone Marketing Center
Chapter 15 Direct Response in Print Media
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Magazines as a Direct-Response Medium
Which Magazines?
Designing and Executing Direct-Response Space Ads in Magazines
Direct Response in Newspapers
Newspapers as a Direct-Response Medium
ROP Advertising in Newspapers
Freestanding Inserts
Total Market Coverage
Chapter 16 Direct Response in Broadcast Media
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The Development of Direct-Response Televiaion
When to Use Direct-Response Television
Media Planning for Direct Response
Creating Direct-Response Spots
Testing Direct-Response Spots
Infomercials
Home Shopping Channels
Direct-Response Radio
When to Use Direct-Response Radio
Chapter 17 Interactive Media
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The Demographics of the Internet
Which Marketers are on the Web
How Marketers Are Using the Web
Advertising on the Web
Using the Web to Provide Customer Service and Support
Using the Internet to Sell Goods and Services
What Really Makes a Site Work?
Privacy and the Internet