Changing the Channel by Masterson, Michael -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page Praise Foreword Acknowledgements Introduction

THE NEXT GENERATION BUYS A HOME THE MULTI-CHANNEL APPROACH

CHAPTER ONE - MARKETING IN THE TWENTY-FIRST CENTURY

CHAPTER TWO - “DRM” AND “MCM”

WHAT, EXACTLY, IS DIRECT-RESPONSE MARKETING (DRM)? WHAT ARE CHANNELS? WHAT IS MULTI-CHANNEL MARKETING (MCM)? WHAT IS LIFETIME VALUE (LTV)?

CHAPTER THREE - DIRECT-RESPONSE ONLINE MARKETING

THE INTERNET MYTH SIMILARITIES BETWEEN DIRECT E-MAIL AND DIRECT-MAIL ADVERTISING PRINCIPLES OF DIRECT E-MAIL ADVERTISING NOT ALL LISTS ARE CREATED EQUAL ANATOMY OF AN ENDORSED AD

CHAPTER FOUR - SOCIAL MEDIA

CHAPTER FIVE - SEARCH ENGINE MARKETING

THE WEB SITE THAT’S RIGHT FOR YOU GETTING STARTED WITH SEM GETTING YOUR SITE SEEN

CHAPTER SIX - TELECONFERENCES

TELECONFERENCING AS A MARKETING TOOL PRODUCING A MONEY-MAKING TELECONFERENCE LEVERAGE IS LIKE GETTING PAID OVER AND OVER AND OVER AGAIN

CHAPTER SEVEN - DIRECT MAIL

DIRECT MAIL CAN BE USED FOR ALMOST ANY PRODUCT DIRECT MAIL STEP-BY-STEP WHAT IT TAKES TO SUCCEED IN DIRECT MAIL PRINCIPLES OF DIRECT-MAIL MARKETING SELECTING A LIST FOR YOUR PRODUCT PUTTING IT ALL TOGETHER THE OFFER: WHAT IS IT GOOD FOR? THE OFFER MUST BE STRONG LONG LIVE THE KING HOW THE COPY PROCESS WORKS

CHAPTER EIGHT - DIRECT PRINT

WHAT ARE YOU WAITING FOR? SUCCESS IN DIRECT-PRINT ADVERTISING BUYING PRINT LEFTOVERS ARE GOOD! NEWSPAPERS: DAILY OR WEEKLY START WITH YOUR ABCS AND LET’S NOT FORGET ADVERTISING RATES! BIRDS OF A FEATHER FLOCK TOGETHER DIRECT IS DIRECT IS DIRECT! WHEN TO BEGIN YOUR DIRECT-SPACE CAMPAIGN

CHAPTER NINE - DIRECT-RESPONSE TELEVISION

THE SUPER BOWL COMMERCIAL THAT BROKE THE MOLD WHAT CAN BE DONE ADVERTISING TO YOUR TARGET MARKET UNDERSTANDING TV ADVERTISING PRINCIPLES OF EFFECTIVE TELEVISION ADVERTISING MAKING A GREAT COMMERCIAL DIRECT TV AND YOU

CHAPTER TEN - DIRECT-RESPONSE RADIO

RADIO ADVERTISING EXPLODES A CASE STUDY IN RADIO INFOMERCIALS DON’T GET CAUGHT UP IN THE UNKNOWN RADIO CHANGED THE WORLD

CHAPTER ELEVEN - TELEMARKETING

HOW WE’VE USED TELEMARKETING TELEMARKETING FOR BACK-END SALES ONE OF THE SIMPLEST FORMS OF MARKETING INBOUND, OUTBOUND, AND MONEY-BOUND FIRST CONTACT WITH TELEMARKETING SERVICE PROVIDERS AN IN-DEPTH LOOK AT WHAT THEY CAN DO . . . AND HOW MUCH IT WILL COST IS TELEMARKETING RIGHT FOR YOU?

CHAPTER TWELVE - JOINT VENTURES

CHAPTER THIRTEEN - EVENT MARKETING

MAKE IT FUN . . . LOTS OF FUN! PLAN CAREFULLY TO AVOID UNEXPECTED PROBLEMS TAKE ADVANTAGE OF EVERY MARKETING ACTIVITY INFORMATION CONFERENCES VERSUS SPONSORED SALES PRESENTATIONS CONFERENCE FEES: YES? NO? HOW MUCH? OTHER TYPES OF MARKETING EVENTS ONE OR ONE MILLION, THE STEPS MUST BE TAKEN OUR EVENTS ARE BACKED UP BY THE PROMISES WE KEEP

CHAPTER FOURTEEN - PUBLIC RELATIONS

PUBLIC RELATIONS IN ACTION UNDERSTAND WHAT THE MEDIA IS LOOKING FOR WHICH NEWS MEDIA DO YOU WANT TO BE IN? FIGURE OUT HOW YOUR COMPANY OR PRODUCT CAN MEET THAT DEMAND TAKING ADVANTAGE OF THE INTERNET

CHAPTER FIFTEEN - THE INCREDIBLE POWER OF A MULTI-CHANNEL CAMPAIGN

COUNT TO 10 AND GO! SHOW ME THE MONEY GET STARTED—NOW

CONCLUSION APPENDIX - EXAMPLES OF ADS NOTES ABOUT THE AUTHORS INDEX SPECIAL Free Bonus for Readers of Changing the Channel