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Title: Winning Direct Response Advertising: From Print Through Interactive Media by Joan Throckmorton, Thomas L. Collins ISBN: 0-8442-3428-1 Publisher: McGraw-Hill/Contemporary Books Pub. Date: April, 1997 Format: Hardcover Volumes: 1 List Price(USD): $49.95

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Average Customer Rating: 5 (2 reviews)

Rating: 5
Summary: Must-Read
Comment: Joan's book is a must-read and a re-read for all direct marketing creatives. She breaks down the process so it's easy (and fun) to follow. Joan is a long-time solid creative strategist whose techniques work on traditional direct mediums and new electronic ones -- the rules never change...we just get more to deploy.

Rating: 5
Summary: MUST-READING FOR ALL DIRECT MARKETERS
Comment: Joan Throckmorton's book is a true classic for all creators of direct response advertising. It's filled with examples of proven revenue-generators from print through electronic media. If you write, design, or manage ANY marketing effort today, you should read this book.

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