Book

Sherr, Leslie H.

Design for response : creative direct marketing that works / Leslie H. Sherr & David J. Katz.

Gloucester, Mass. : Rockport Pub. ; Cincinnati, OH : Distributed to the Book and art trade in the United States by North Light Books, ©1999.

141 pages : color illustrations, map ; 29 cm

Direct marketing - from a simple postcard to an interactive e-mail - possesses an astonishing ability to get people to act in response to a message. But while anyone can send a message, it requires a special talent to elicit a response. Design for Response gathers together superb examples from a range of client needs and creative solutions to give marketers and designers a comprehensive, strategic understanding of why and how the best campaigns work. Each chapter opens with a detailed case study followed by print and three-dimensional examples with a proven track record for producing results.

Advertising layout and typography.

Layout (Printing)

Advertising, Direct-mail.

Graphic arts.

Katz, David J.

Creative direct marketing that works

Includes index.

Introduction: Why Clients Need Persuasion Partners (Instead of Advertising Agencies) / Tom Patty -- Sect. I. Proactive Marketing. Ch. 1. Increase Awareness: Eagle's Eye, Bridget de Socio, Socio X. Ch. 2. Build a Relationship: Ubu Gallery, Eileen Boxer, Boxer Design -- Sect. II. Reactive Marketing -- Essay: Can We Talk? / Martha Rogers and Don Peppers. Ch. 3. Tell Us About Yourself: Census 2000, Julie Marable and Sylvia Harris Woodard, 212 Associates. Ch. 4. Come for a Visit, Give Us a Try: Otis Elevator, Andrew Maguire, Decker -- Sect. III. Interactive Marketing. Ch. 5. Get with the Program: Art Center College of Design, Rebeca Mendez, Art Center Design Office. Ch. 6. Send a Donation: DIFFA, Jilly Simons, Concrete. Ch. 7. Make a Purchase: Ocean Catalog, Aamir Ahmad, Ocean Home Shopping Ltd.

Table of contents

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