The document outlines top concepts for managing personal communications, including direct marketing channels like direct mail, catalogs, and telemarketing. It discusses constructing effective direct mail campaigns, elements of offer strategy, types of telemarketing, and public issues. Other concepts covered include online promotional opportunities, harnessing the power of word-of-mouth, designing and managing sales forces, and the steps for effective selling. The goal is to provide guidance on direct and interactive marketing, word-of-mouth promotion, and personal selling.

1. TOP 10 Learning Concepts Ch 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Caroline P. Quarte April 2011 http://carolinequarte.blogspot.com/

4. Concept 1: Direct Marketing Channel That Best Suits You http://carolinequarte.blogspot.com/ Direct Mail Catalogs Telemarketing

5. Concept 2: To Have an Effective Direct Mail Campaign: http://carolinequarte.blogspot.com/ The objectives should be established

6. Concept 2: To Have an Effective Direct Mail Campaign: http://carolinequarte.blogspot.com/ The objectives should be established Target the Best Prospects

7. Concept 2: To Have an Effective Direct Mail Campaign: http://carolinequarte.blogspot.com/ The objectives should be established Target the Best Prospects Develop a Catchy Brand Element

8. Concept 2: To Have an Effective Direct Mail Campaign: http://carolinequarte.blogspot.com/ Test Elements Proper Execution Make sure that success is measurable

9. Concept 2: How to Get the Best Prospects http://carolinequarte.blogspot.com/ A Recent Customer A Frequent Customer Monetary Value

10. Concept 2: How to Get the Best Prospects http://carolinequarte.blogspot.com/ A Recent Customer A Frequent Customer Monetary Value

11. Concept 3: What’s in it for the Client? http://carolinequarte.blogspot.com/ Product: Reader’s Digest Offer: Discounted Price

12. Concept 3: What’s in it for the Client? http://carolinequarte.blogspot.com/ Distribution Method: Direct Mailer or Magazine Insert Medium: Mail Creative Strategy

13. Concept 4: Telemarketing http://carolinequarte.blogspot.com/ - Telesales - Telecoverage - Teleprospecting - Customer Service - Technical Support

14. Concept 5: Public Issues in Direct Marketing http://carolinequarte.blogspot.com/ Irritation / Unfairness / Deception / Invasion of Privacy

15. Concept 6: Go Online! http://carolinequarte.blogspot.com/

16. Concept 7: Be the talk of the town! http://carolinequarte.blogspot.com/ Word of Mouth can be so powerful

19. Concept 9: How to Maintain a Sales Force http://carolinequarte.blogspot.com/ Hire the best people Provide training Supervise Motivate Evaluate Performance

20. Concept 10: How to sell Effectively http://carolinequarte.blogspot.com/ 1. prospecting 2. preapproach / approach 3. presentation 4. Objections handling 5. closing 6. Follow up

22. Summary: Managing Personal Communications 3.Elements of the Offer Strategy What’s in it for the client? 4.Types of Telemarketing 5.Public Issues in Direct Marketing http://carolinequarte.blogspot.com/

25. TOP 10 Learning Concepts Ch 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Caroline P. Quarte April 2011 http://carolinequarte.blogspot.com/