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Session Information

DMA06 Conference and Exhibition

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Effective Copy for All media

Track : Creative Strategy and Execution

Program Code: F348

Date: Monday, October 16, 2006

Time: 4:30 PM to 5:30 PM

Location: 134

SPEAKER (S):

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Herschell Gordon Lewis, President, Lewis Enterprises

"Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.

Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. Mr. Lewis’s recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new third edition of Open Me Now and On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association. " "Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.

Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. Mr. Lewis’s recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new third edition of Open Me Now and On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association."

Jon Roska, Chief Executive Officer, Roska Direct Advertising

Peter Harvey, President & Chief Executive Officer, Intellidyn

Lois Boyle, President, J Schmid & Associates Inc

Description

What's new in copy? Plenty. So much, in fact, we need four different experts to explain four -Email and blogs, non-e-mail Web, direct mail, and catalogs. Want to know how to compete creatively on the highest professional level? The entire spectrum is here in a single fast-paced session.

Learning Points:

-Tailoring copy for the individual medium
-Copy for "upstart" media - blogs, text, RSS
-Timely comparative examples

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