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Synopsis
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.
"synopsis" may belong to another edition of this title.
About the Author
Leslie Sherr is a former editor at Graphis, and formerly director of communications at Desgrippes Gobe & Associates, an international strategic design and brand image firm.
Excerpt. © Reprinted by permission. All rights reserved.
Introduction:
Why clients need persuasion partners (instead of advertising agencies)? Why do clients hire us? Clients hire agencies because they believe that their strategic insights and creative messages help them persuade their customers and prospects (1) have positive opinions about their brand, their products, and their company and (2) use their service or buy their products. They don't hire agencies because they need ads to hang on their office walls or because they need television commercials to entertain their friends or enter in award shows. They hire ad agencies because they believe that they can help to persuade consumers TO DO OR BELIEVE SOMETHING. Therefore it follows that we are really in the "Persuasion Business".
"About this title" may belong to another edition of this title.
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Design for Response : Creative Direct Marketing That Works
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Design for Response: Creative Direct Marketing That Works
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Design for Response: Creative Direct Marketing That Works
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