A pioneer of broadcast direct marketing, Alvin Eicoff, covers the expansion of direct marketing into television and radio and examines the creativity behind successful campaigns. You'll get a grasp on the mathematics behind broadcast profitability, including the "Magic Number Concept", and the intricacies of campaign planning and follow-up. Plus, you'll discover how to: -- Test and select the right product for your medium -- Create direct response TV commercials that sell more product -- Get the most from radio, cable, and ...
Read More
A pioneer of broadcast direct marketing, Alvin Eicoff, covers the expansion of direct marketing into television and radio and examines the creativity behind successful campaigns. You'll get a grasp on the mathematics behind broadcast profitability, including the "Magic Number Concept", and the intricacies of campaign planning and follow-up. Plus, you'll discover how to: -- Test and select the right product for your medium -- Create direct response TV commercials that sell more product -- Get the most from radio, cable, and the new interactive technologies -- Handle customer responses and record keeping efficiently and effectively -- Measure and evaluate success
Read Less