Winning Direct Response Advertising: How to Recognize It, Evaluate It, Inspire It, Create It

by Joan Throckmorton

Book Overview

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• Format: Hardcover
• Language: English
• ISBN: 0139609156
• ISBN13: 9780139609152
• Release Date: January 1986
• Publisher: Prentice Hall
• Length: 416 Pages
• Weight: 2.80 lbs.

Customer Reviews

One of the classics

Joan Throckmorton is a giant of the direct response/direct marketing industry -- especially on the "creative" side of copywriting, art, and creative direction. And while much of the expertise that breeds success comes only through experience, reading this classic guide can help you build a solid foundation.Throckmorton lays out the essential qualities for a successful direct marketer, a person who is, she argues, a combination of technician, artist, salesperson, writer, and actor. These depend on deep and powerful reserves of curiosity, imagination, and a willingness to learn. She then walks the reader through the basics of isolating an offer, developing creative concepts, executing those concepts in copy and art, and measuring results. Though much of her focus is on direct mail, she also discusses direct-response space and broadcast ads (because of the age of this title, there's nothing in here about online marketing, though of course many of the principles are the same).I strongly recommend that any direct-response creative or client-services person keep this book handy ... and that it also be read by anyone on the client side who is, or might ever be, using direct-response marketing in their business. It's easy to do DM badly. Doing it well -- and recognizing *why* good DM is good -- is much more complex. Joan Throckmorton is an excellent guide.