Chapter

Creative Techniques for Successful Direct Mail Packages

Lois K. Geller

in Response

Published in print November 2002 | ISBN: 9780195158694
Published online October 2011 | e-ISBN: 9780199849420 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195158694.003.0005
Creative Techniques for Successful Direct Mail Packages

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This chapter discusses advantages of a direct mail package compared to any advertising medium such as a television commercial or an ad in a newspaper. Creative techniques in the preparation of direct mail packages containing an envelope, the letter and the strategies in making a winning copy, typography and design, a brochure, an order form, and a business reply envelope, is further provided in this chapter. Another aspect of consideration in employing these techniques is the costs of printing where cost-effective methods are explained.

Keywords: direct mail package; advertising; creative techniques; television; newspaper

Chapter.  12401 words.  Illustrated.

Subjects: Business Strategy

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