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Direct Marketing Through Broadcast Media by Alvin Eicoff
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 |
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| Author(s) : Alvin Eicoff | Format : Hardback Book |
| ISBN-10 : 0844235180 | ISBN-13 : 9780844235189 |
| RRP : £29.99 | Best available price : £ / $ |
| Prices as of : BST check live prices | |
Product Details:
Series Title : NTC business books
Country Publication : United States
Publication Date : 01/01/2000
Publisher : McGraw-Hill Education - Europe
Page Length : 240mm
Page Size : 227mm