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In marketing, which is more important: the list, the offer, or the creative?

In direct marketing there are three specific elements that make up the success of a campaign: the list, the offer and the creative. But which of the ingredients is most important? Designers will say: “it is the appearance and design of the communication which makes the piece sing.” The writer will say that, “the way…

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Do I Need a Brochure?


Do I need a brochure? In short, the answer is definitely. Brochures  are hard and steadfast non-negotiable requirements for any business that sell products or services. A brochure “speaks” for you when you’re not there to explain your business and what it has to offer. These days collateral material can also refer to either a…

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