Fact: More commerce and wealth is created by direct mail than by any other media (true before the internet and true now) Reported in 2013 as the marketing channel that "delivers the best ROI for customer acquisition and retention" by Target Marketing's Seventh Annual Media Usage Forecast survey of B2C, direct mail is surprisingly outdated and under-represented on the marketing bookshelves for small business owners -- authors Simpson and Kennedy change that. Millionaire-maker Dan S. Kennedy and direct mail marketing specialist Craig Simpson urge small business owners to drive the momentum built via social media and other marketing avenues into the mailboxes of their target consumers. Unlike other direct mail marketing books on the shelf that specialize in one aspect of preparing a campaign such as copywriting or design, this comprehensive solution covers all -- the organizational, technical, and creative including designing, budgeting, tracking, and assessing effectiveness. Also covered is how direct mail can be used in today's online marketing funnels. Benefiting from the authors' combined 30 years in direct marketing, business owners are given the guidelines for what works and what doesn't, illustrated by real-life business campaigns that show step-by-step how to build a results-producing promotional campaign.

Distilling the wisdom of the world's greatest advertisers, direct marketing expert Craig Simpson delivers an education on direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. Walks readers through time-tested methods of creating effective ad copy that increases profits. Dissects the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy.

Through his radio and film works, such as The War of the Worlds and Citizen Kane, Orson Welles became a household name in the United States. Yet Welles's multifaceted career went beyond these classic titles and included lesser-known but nonetheless important contributions to television, theater, newspaper columns, and political activism. Orson Welles in Focus: Texts and Contexts examines neglected areas of Welles's work, shedding light on aspects of his art that have been eclipsed by a narrow focus on his films. By positioning Welles's work during a critical period of his activity (the mid-1930s through the 1950s) in its larger cultural, political, aesthetic, and industrial contexts, the contributors to this volume examine how he participated in and helped to shape modern media. This exploration of Welles in his totality illuminates and expands our perception of his contributions that continue to resonate today.

Through his radio and film works, such as The War of the Worlds and Citizen Kane, Orson Welles became a household name in the United States. Yet Welles's multifaceted career went beyond these classic titles and included lesser-known but nonetheless important contributions to television, theater, newspaper columns, and political activism. Orson Welles in Focus: Texts and Contexts examines neglected areas of Welles's work, shedding light on aspects of his art that have been eclipsed by a narrow focus on his films. By positioning Welles's work during a critical period of his activity (the mid-1930s through the 1950s) in its larger cultural, political, aesthetic, and industrial contexts, the contributors to this volume examine how he participated in and helped to shape modern media. This exploration of Welles in his totality illuminates and expands our perception of his contributions that continue to resonate today.