Articles by Richard H. Levey

Marketers buying time during the Super Bowl broadcast face challenges in determining the return on investment of their spots. They

Three new videos from the Digital Advertising Alliance (DAA) seek to inform consumers to the use, value and control of banner ads

Among the top 10 companies an American Express/National Retail Federation Foundation survey recognized for excellence in customer service, fully half are pure-play online marketers. As in, no brick-and-mortar presence whatsoever

Marketers who want to create loyalty programs around the world should design them with each country's needs and customs in mind. Cultural differences mean that the programs which work in North America won't necessarily translate well to other parts of the globe. The emerging BRICS (Brazil, Russia, India, China and South Africa) markets are fertile…

Facial rejuvenation firm Lifestyle Lift debuted a new long-form DRTV spot this month featuring 1970's pop icon Debby Boone. Lifestyle Lift's core demographic – women in their mid-50s through mid-60s – influenced the choice of Boone as spokesperson. "We wanted someone with a wholesome image who was relevant to our target audience," says Lifestyle Lift…

Franchise Services Inc. brands Sir Speedy and PIP Printing and Marketing Services are using custom printed direct mail pieces to promote their range of services. Simply put, says David Robidoux, vice president of marketing services: "We're using PURLs to sell PURLs."

Both Zynga, the online games company whose offerings include Farmville, Mafia Wars and Zynga Poker, and Groupon, the daily deal site, are dot-coms which deal primarily in virtual goods. They hold no physical inventory and rarely generate transactions ...

French tourism development agency Atout France is testing creative approaches, exploring the viability of offering travel to unsung regions and even building its social media activity through its work with e-Miles. E-Miles' online forum puts client's messages in front of an opt-in database of consumers, and then rewards participants for interacting with the messages, whether…

Anyone looking to design a direct mail prospecting package for Cosmopolitan magazine should know that sweepstakes don't boost responses, tote bag premiums don't justify their cost and above all, sex doesn't sell. At least, not on the outer envelope. (Inside the package is another story.) That last point may be surprising, but the magazine conducted…

Imagine receiving a survey on marketing practices. Now imagine receiving a marketing practices survey consisting of 25 multi-part questions spanning several different organization areas. Now consider that at least one of the questions has five ...