Chapter 34Direct Response Marketing
Chapter Objectives
- Learn how direct response marketing differs from image advertising.
- Learn some of the common forms of direct response marketing.
- Understand two common metrics of direct marketing.
- Learn some ways you can use direct marketing in your business.
- Understand the importance of testing.
- Instill the importance of the compelling offer.
Do you remember the Montgomery Ward catalog or the 4-pound Sears & Roebuck catalog that used to get delivered to every household? If you do, that dates you. I used to love them. I always lived in small towns with few shopping options but you could buy anything through those catalogs and have it delivered to your door. Sears even sold kit houses and automobiles. ...
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