Creative Direct Response Design: Creative Direct Marketing That Works - Hardcover

Sherr, Leslie

Hardcover

ISBN 10: 1564963802 ISBN 13: 9781564963802

Publisher: Rockport Publishers Inc., 1999

Synopsis

Direct marketing - from a simple postcard to an interactive e-mail - possesses an astonishing ability to get people to act in response to a message. But while anyone can send a message, it requires a special talent to elicit a response. Design for Response gathers together superb examples from a range of client needs and creative solutions to give marketers and designers a comprehensive, strategic understanding of why and how the best campaigns work.
Each chapter opens with a detailed case study followed by print and three-dimensional examples with a proven track record for producing results.

About this title

From the Author

Not just "how" but "WHY" direct marketing works!
Leslie writes on design and communication and my profession is direct marketing (our biographies can be found at the end of these notes). We felt that the existing books and literature on direct marketing design were either "how to" books on direct mail basics or compendiums of examples without explanations (with a few autobiographies to round off the list.) Our interests, and those of our respective clients, involve an understanding of the strategies and tactics of persuasion. Design for Response illustrates the elements of persuasion that lead seven direct marketers to achieve remarkable results. We believe this book will help you to achieve remarkable results too.

Most direct marketing books deal with the "how" or the "what." Design for Response takes this "communication" one step farther by focusing on the "why." It focuses on the benefit and the relevance of direct marketing to the personal needs (both conscious and unconscious) of the audience.

We hope our book helps you to understand the dynamics behind direct marketing response rates, and therefor to improve your own results. We also welcome your comments and suggestions...

LESLIE SHERR writes on architecture and design for a range of international publications. A former editor at Graphis, her work has appeared in U&lc, IDEA, Print, Communication Arts, and adobemag.com, among others. She is currently Director of Marketing for Slover [and] Company, a strategic design and brand image firm, she travels frequently to Europe and spent two years living in Provence where she worked at the Lacoste School of the Arts. Ms. Sherr graduated with a BFA from SUNY Purchase and studied architecture criticism at Parsons School of Design. She lives in New York City.

DAVID KATZ dkatz@mindspring.com founded and managed several consumer product and direct response companies (including Martec, Pierre Cardin Luggage and The Graphyx Agency) and currently is a direct marketing and E-commerce consultant. A contributing editor to DM News, DRTV, New York New Media, and Potentials in Marketing, he is a graduate of Tufts University and the Harvard Business School. He also appears behind and in-front of the cameras for all three major TV shopping networks. His next book will be The Shopping Gene: the epigenetic basis for consumer behavior.

About the Author

Leslie Sherr is a former editor at Graphis, and formerly director of communications at Desgrippes Gobe & Associates, an international strategic design and brand image firm.

Edition details

• Publisher: Rockport Publishers Inc.
• Publication date: 1999
• ISBN 10: 1564963802
• ISBN 13: 9781564963802
• Binding: Hardcover
• Language: English
• Number of pages: 141