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direct marketing creative
 

direct marketing creative

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  • The Creative has 3 parts:copygraphicsinteraction
  • Considerationsstyle – illustrations vs photospackagingnext step
  • PersonalizationReflect customer insightMake them feel specialIs it one person talking to another? Or a public address? The best copy is the copywriter talking to the prospect
  • The art:•  Does the art support the concept and the copy?•  Is the type readable?•  Can the artwork be produced?•  Color•  Ink / Paper•  Involvement / Interaction
  • The Response Device Should Breathe UrgencyDoes the copy really go for action? Or is it just a perfunctory request? Do they lose something if they don’t reply quickly? Do they get something if they do?

direct marketing creative direct marketing creative Presentation Transcript

  • Considerations style packaging next step
  • Personalization Reflect customer insight Make them feel special
  • The art: Does the art support the concept and the copy? Is the type readable? Can the artwork be produced? Color Ink / Paper Involvement / Interaction