Direct Marketing through Broadcast Media - Alvin Eicoff - Hardcover

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 successEicoff, Alvin is the author of 'Direct Marketing through Broadcast Media - Alvin Eicoff - Hardcover' with ISBN 9780844235189 and ISBN 0844235180.