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CHAPTER 2HOW TO REACH CUSTOMERS
CHAPTER 3THE COMPANY IDENTITY AND IMAGE
CHAPTER 4ADVERTISING AS A SALES TOOL
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activities advertising and promotional agencies Anytown audience bargain store basic beneﬁts better billboards budget bulk mail business ac businessman C H A P T E R campaign client community relations copy copywriter cost coupon customer relations customer’s customers and prospects deﬁnite direct mail Dun & Bradstreet effective employees expensive ﬁnal ﬁnd ﬁrm ﬁrst ﬁt ﬁve groups handle identiﬁed important industry inﬂuence interest junk mail look mail order mailer medium ness newspaper nity offer oﬂice organization pects person picture postage problems product or service proﬁt purchase questions Ralph Miller reach reader reﬂect requires retailers sales promotion salesmen satisﬁed sell service-minded simple space speciﬁc Step story telephone things tions tomers usually Yellow Pages