ERIC Number: ED365863
Record Type: RIE
Publication Date: 1993
Reference Count: N/A
Home Study Advertising Handbook.
Lambert, Michael P., Ed.; Welch, Sally R., Ed.
This handbook contains a collections of nine articles on the subject of direct-response advertising. The handbook gives advice on how to create effective advertisements for home study courses. The nine articles are the following: "Overview of Home Study Advertising in the 1990s" (Michael P. Lambert); "Ad Features that Sell" (Nancie E. Robertson); "How to Write Direct Marketing Headlines" (Axel Andersson); "How to Write Ad Copy" (Colleen McGuire); "Testing Home Study Advertising" (John F. Thompson); "Effective Tracking and Measurement in Direct Response Advertising" (Richard A. Kruger); "Creating a Winning Home Study Ad" (Erick Scheiderman); "Working with Media Sales Representatives" (Jim Valentine); and "Television Advertising" (James K. Isenhour). The handbook also includes "A Suggested Reading List for Home Study Marketers" (Axel Andersson) that lists and describes 15 books and magazines in the advertising and direct mail fields. (KC)
Descriptors: Advertising, Correspondence Study, Distance Education, Independent Study, Marketing, Postsecondary Education, Salesmanship
National Home Study Council, 1601 18th Street, N.W., Washington, DC 20009 ($25; all three handbooks: $65).
Publication Type: Guides - Non-Classroom; Collected Works - General
Education Level: N/A
Authoring Institution: National Home Study Council, Washington, DC.
Identifiers: Direct Mail Advertising
Note: For related handbooks, see ED 357 259 and ED 363 786.