Direct Marketing Through Broadcast Media: Tv, Radio, Cable, Infomercials, Home Shopping, and More (NTC Business Books)

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