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Six Factors for Bridging Direct and Brand Marketing

Brand advertising and direct response have long been cornerstones of successful marketing programs. Brand drives mind share, differentiate market position and influence consumer perceptions, while dir

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Jul. 01 1998




Envoy Drives Correspondence Course

We feel toward serial mailings the way most people feel toward serial killers. However, unlike serial killers, serial mailings are sometimes amusing.

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Jul. 01 1998




Net Tax Relief Bill Gains in House

LEGISLATION DESIGNED TO stop state and local governments from imposing new taxes on Internet transactions for at least three years and creating a special

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Jul. 01 1998




PRIVACY PENDULUM

In May, during a commencement speech, Vice President Al Gore called for an “Electronic Bill of Rights” to allow Americans to protect their privacy.In

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Jul. 01 1998




Tools of the Trade

Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren’t. Each has its own special use in database

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Jul. 01 1998




Columbia House Starts a Positive-Option Club

Columbia House has introduced “Play,” its first music club to operate on a positive-option basis rather than the negative option most often used by such

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Jul. 01 1998




Conspiracy Revealed: Intrigue-ing DM Campaign

He cover for the Oldsmobile Intrigue/”X-Files” movie direct mail piece was a plain brown envelope, which makes sense, given the television show’s bent

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Jul. 01 1998




DEMOGRAPHICS

Dustin Hoffman gave us our first image of a man raising a child in “Kramer vs. Kramer.” But it was the image of Michael Keaton at home that gave the concept

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Jul. 01 1998




PUSHING THE ENVELOPE

C’mon, just between you and me: Who have you stolen from lately?I’m not being accusatory or judgmental, just curious. Everybody does it, including me.Maybe

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Jul. 01 1998




Sweetening the Pot

Publishing files, once the most basic of lists, are now being offered to mailers with a variety of bells and whistles, including modeling, regression

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Jul. 01 1998




Introducing the Web Call Center

Then the call center at IDT Corp. gets swamped, the Hackensack, NJ telecom company turns to Communications Service Center, a Margate, FL service bureau

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