The foremost authority on direct marketing leads students step-by-step through the entire direct marketing process--from the why's and how's of successful creative to the business side of profitable direct marketing to interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as electronic and interactive media. The Instructor's Manual and Test Bank provide additional exercises and projects, answers to end-of-chapter quizzes, and 50 test questions per chapter, including multiple choice, true and false, and matching questions. Bob Stone's 30 Timeless Direct Marketing Principles Video (VHS format) 60-DAY EXAMINATION