Buy now: creative marketing that gets customers to respond to you and your product

INDICE: Prologue. The Secret to our Success. Chapter 1 Why Buy Now? Carnival Beginnings. Why Direct Response? Liar, Liar Pants on Fire. Chapter 2 The Geeks Inherit the Earth. Why Direct Response is a Great Value? Why doesn't Everyone Try Direct Response? What is a Brand and Why do I Need One? Chapter 3 They Don't Teach This in College. The Pitch. My Story. From Real Estate to Infomercials. How to Make a Million. Chapter 4 Juicing Dollars. The Power of PR. Live Seminars. Chapter 5 Building the Juiceman* Brand. Explosive Growth. Retail Strategy. Chapter 6 Expanding the Brand, The Breadman*. Validating The Model. Selling the Business. Chapter 7 Sonicare: The $150 Toothbrush? Problem-Solution. Credibility- the Key to a Successful Infomercial. Rolling Out a Campaign. Chapter 8 The Biggest Knockout in History. How a Champion Boxer and a Failed Taco Maker Created Sizzling Success. Filming at George's Place. It Knocks Out the Fat. The Price of Celebrity. How Do You Argue with the Heavyweight Champion of the World?. Grilling Up Some Big Numbers. Chapter 9 OxiClean Powered by the Air You Breathe and the Water We Drink. The Ubiquitous Billy Mays. The Rise of OxiClean. Unique Packaging Strategy. Chapter 10 The Customer is no Dummy. Positioning your Product, The Next Niche. Get to your Unique Selling Proposition. Chapter 11 Channel Explosion, the Next Paradigm Shift. Direct Demographic MediaMessaging. Messaging vs. Demographics. What Are You Going To Grow Today? The Intersection of the Internet. Chapter 12 Free Advertising? Is My Idea Direct Response Worthy? Walk-In Tubs. Why are the COGs so Important? Long Form or Short Form? That is the question. Chapter 13 Anatomy of an Infomercial. The Tease.Style or Format of a Show. The CTA-Call to Action. Testimonials. ProfessionalEndorsements. Animation. Show Outline. Chapter 14 Offer is King. Why is everything $19.95 and $39.95? How do Long Form and Short Form Work Together? Chapter 15 Beyond Television, Integrating Radio,Web Advertising and More On Line Marketing is Direct Response. So the Phone Rings, Who Answers it? Fulfillment, Getting Your Customers their Product. Chapter 16 Conclusion. Brass Tacks.What doThis Cost?

• ISBN: 978-0-470-88801-8
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 19/01/2011
• Nº Volúmenes: 1
• Idioma: Inglés