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Commonsense Direct Marketing

Drayton Bird

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Founder connections

  • David OgilvyAuthor-reproduced recommendation of an earlier edition
    Bird’s site reproduces Ogilvy’s recommendation to read the work again. It concerns an earlier edition, not the expanded 2007 Direct and Digital Marketing edition, which appeared after Ogilvy’s death.
    Source

Summary

Drayton Bird explains the role of direct marketing within a wider business strategy. He draws on practical experience to examine how businesses communicate with customers and seek a measurable response. The book considers offers, copy, media and planning as connected choices. Its focus is on making direct marketing understandable and useful, rather than treating it as an isolated advertising technique.

  • SourceCommonsense Direct Marketing — publisher or primary text · Description and Bibliographic information (1993 third edition)

Why read it Our view

Connect offer, copy, media and planning to a measurable customer response; Ogilvy’s recommendation concerns the earlier work.

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