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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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Jun. 01 1998




If Your Caddy Zigs, Does Your Jaguar Jag?

A brutal question: When was the last time national advertising for automobiles caused you to take any positive action other than stifling a yawn? Or scratching

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Jun. 01 1998




Back to the Drawing Board

Back to the 50′s, a mail order catalog owned by Crowne Ventures Corp., Las Vegas, filed for Chapter 11 bankruptcy protection on April 8. But this summer

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Jun. 01 1998




More Than Points

There’s an old Washington, D.C. adage that an honest politician is one who, when bought, will stay bought. Were this true in the consumer arena, loyalty

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Jun. 01 1998




The Click-Through War

Who’s got the better click-through rate on Web banner advertising-Flycast or DoubleClick? And should anyone even care?In March, RelevantKnowledge, Chicago,

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Jun. 01 1998




B-to-B Catalogers’ Market Leadership May Be Misleading

For more than two years, direct marketing stock pickers have trumpeted the advantages of buying shares in business-to-business companies rather than stock

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Jun. 01 1998




DM DYNASTIES: Eh, Bob’s Your Father

REPORTER CALLING Neodata Systems recently was a little confused when the company operator switched him over to Bob Wientzen. Wait a second. How was the

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Jun. 01 1998




Picture Perfect

Kodak is relaunching an infomercial for the DC210 digital camera this month, after a successful test for Christmas 1997.The half-hour program will be

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Jun. 01 1998




CONFERENCES: Alarms and Excursions

Our plans when traveling to conferences are usually simple: Attend sessions, meet colleagues, send copy back to New York and sleep.At the Canadian Direct

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Jun. 01 1998




Show Me the Money

Exactly when should a list owner expect to collect list rental income from a list manager or broker?That question is being asked more than ever these

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Jun. 01 1998