Design for Response -OS [Hardcover]

Leslie Sherr (Author), David J. Katz (Author)

Book Description

Publication Date: March 1999

This book gathers some of the world's best direct response programs from a range of media to give designers and clients a comprehensive, strategic understanding of why and how successful campaigns work. Includes detailed case studies followed by print, three-dimensional, and electronic examples.

Reveals the strategy and creativity behind seven highly successful, highly inventive projects.

Includes retail, restaurant, corporate, nonprofit, events, and self-promotional pieces.

Editorial Reviews

About the Author

Leslie H. Sherr is director of communications at Desgrippes Gob & Associates. A former editor at "Graphis", she has written on architecture and design for several publications.

David J. Katz founded and managed several consumer product and direct response companies (including Martec, Pierre Cardin Luggage, and the Graphyx Agency) and currently is a direct marketing consultant. They both live in New York City.

Excerpt. © Reprinted by permission. All rights reserved.

Introduction:
Why clients need persuasion partners (instead of advertising agencies)? Why do clients hire us? Clients hire agencies because they believe that their strategic insights and creative messages help them persuade their customers and prospects (1) have positive opinions about their brand, their products, and their company and (2) use their service or buy their products. They don't hire agencies because they need ads to hang on their office walls or because they need television commercials to entertain their friends or enter in award shows. They hire ad agencies because they believe that they can help to persuade consumers TO DO OR BELIEVE SOMETHING. Therefore it follows that we are really in the "Persuasion Business".

Product Details

• Hardcover: 144 pages
• Publisher: Rockport Publishers; First Edition edition (March 1999)
• Language: English
• ISBN-10: 1564963802
• ISBN-13: 978-1564963802
• Product Dimensions: 11 x 9.3 x 0.8 inches
• Shipping Weight: 2.1 pounds
• Average Customer Review: 4.3 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #955,109 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars Great book for anyone that is involved with direct mail!, December 30, 1998

By A Customer

This review is from: Design for Response -OS (Hardcover)

This book has some great examples of direct marketing that I had never encountered anywhere else, and I have been in the industry for over 20 years...

What I found particularly interesting were the author's comments on each piece, and the detailed case-studies that are the foundation for each chapter.

The case-studies discuss the psychological basis for the responses generated as well as an in-depth illustration of the design elements.

I highly recommend this book.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Best book on direct marketing!, May 9, 2001

By A Customer

This review is from: Design for Response -OS (Hardcover)

Loved this book. I bought this book after seeing David Katz lecture... His writing style is just as good as seeing him in person! Informative, great examples, persuaded me to create even better direct mail...

4 of 4 people found the following review helpful:

5.0 out of 5 stars Wow, a new idea in direct marketing literature!, February 16, 1999

By A Customer

This review is from: Design for Response -OS (Hardcover)

Finally a book on direct marketing that is NOT just a biography, a self-promotion, or "Mail Order for Dummies." This book actually uses several interesting examples of direct mail to illustrate the psychology of persuasion vis-a-vis design and marketing tactics. Thank you Sherr & Katz.