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Crash Course in Direct Marketing: First Seminar in a 10-Seminar Series

Ruth Stevens
Roy Young
Thu., Oct. 19, 2006, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 3.5 star(s)

The broad scope of direct marketing makes it easy to miss or misunderstand some of its basic principles. DM expert Ruth Stevens covers the elements that every marketing professional needs to know, from the characteristics that define the scope of direct marketing, to the strategies and tactics that can make or break a DM campaign.

You’ll gain a clear understanding of the language of direct marketing. And you’ll learn from actual case studies and successful examples that you can translate to your own marketing programs.


Ruth Stevens consults on direct marketing issues for both consumer and business-to-business clients. She began her direct marketing career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management. She then held senior marketing positions with Ziff-Davis, IBM, and two Internet startup companies before starting her consulting company in 2000.

Ruth is the author of Trade Show and Event Marketing: Plan, Promote and Profit, published in 2004 and The DMA Lead Generation Handbook, with a second edition published in 2005. Crain’s BtoB magazine named her one of the 100 Most Influential People in Business Marketing in 2002. She teaches marketing to graduate students at Columbia Business School. She has studied marketing management at Harvard Business School and holds an MBA from Columbia University.

Who Should Attend?

Marketing professionals at all levels in all industries.

What Will You Learn?

  • How direct marketing communications differ from general advertising
  • The different direct marketing business models: Mail order/e-commerce; lead generation; fundraising
  • The 3 legs of the direct marketing stool
  • Direct marketing economics how to do the math
  • The terms: CPM, OPM, CPO, LTV, ROI
  • The basics of the direct marketing process

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