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D.I.Y. Direct Marketing: The Essential Guide for Beginners
 
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D.I.Y. Direct Marketing: The Essential Guide for Beginners (Paperback)

by Judith Donovan (Author)
4.0 out of 5 stars See all reviews (2 customer reviews)

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Product details

  • Paperback: 208 pages
  • Publisher: Kogan Page Ltd (24 Mar 2000)
  • Language English
  • ISBN-10: 0749433043
  • ISBN-13: 978-0749433048
  • Product Dimensions: 23.3 x 15.3 x 1.3 cm
  • Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 804,222 in Books (See Bestsellers in Books)

    Popular in this category:

    #91 in  Books > Business, Finance & Law > Sales & Marketing > Direct

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  • See Complete Table of Contents

Product Description

Product Description
A guide to direct marketing. Judith Donovan reveals the secrets of her craft as she takes the reader through each step in the process of creating successful direct marketing (DM) campaigns. She provides pragmatic advice on: list building; database management; media buying; copy and design; generating response; making advertising work; stretching the budget; using the Web; measuring response; and more. The book assumes no prior knowledge of DM techniques. There are 40 case studies of successful DM campaigns, complete with colour plates.

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Customer Reviews

2 Reviews
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Average Customer Review
4.0 out of 5 stars (2 customer reviews)
 
 
 
 
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2 of 2 people found the following review helpful:
3.0 out of 5 stars sound information but only provides very basic guidelines, 7 Dec 2001
this boook is okay for those who maybe just want a little information on direct marketing but is definatley not enough for those who are seriously thinking of doing all the direct marketing for their business themselves.
Although the advice is sound and relevant most of the time, it is extremely concise.
I finished this book in a couple of hours and did not feel much wiser at the end beacase I already new what she had to say, and no, I'm not an expert on the topic bust just the owner of a small business who wishes to target more customers. The author has included many case studies, which althogh they are interesting to read, they are completely useless and dont teach you a thing about how to approach direct marketing for yourself. They only provide very vague details of the results others acheived. Overall, I would recommend to someone who is a complete novice,but not for the one who needs more detailed advice.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars Just what I expected and more, 24 Sep 2003
This book is just what I expected and more. It will only take you a few hours to get through it but that is what is really good about it. No long winded explanation straightforward accurate advice and as it is described as an 'Essential Guide for beginners' that is exactly who the book is aimed at. Anyone starting out could save a lot of money using Judith Donovan's guidance, I have mentored many businesses that have used Direct Mail and wasted many hundreds of pounds. The case studies although a little brief did get to the point and the photographs to back up the case studies clarified the creative input and design. I was inspired to use direct mail more in the future and I now have the knowledge to use it at a more targeted market and cost effectively.
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