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Chief Marketer Staff

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    The Latest Scoop

    Talk about your dual personalities. Ben & Jerry’s is a super-premium-quality product with an offbeat, fun, irreverent brand. The two concepts don’t always

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    Nothing Like Free

    It’s a long slow road from retailer’s shelves into the hands of the consumer. How do you speed it up? What’s a shortcut to stimulating demand? The shortcut

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    Postcards From the Cutting Edge

    While catalog mailers are adjusting to hefty new postage increases, postcard mailings are thriving. Even the largest 11-

  • Green Street

    It’s one thing for a coffee bar chain to support the environment. It’s quite another for a bank to do it. Yet HSBC did just that in a recent campaign

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    Central Station

    On the one hand, consumers want control over the media messages they receive. On the other, advertisers demand accountability for their investments.

    How do you serve those two needs?

    One way is to create a centralized hub for your integrated campaign: A microsite with a unique and easy-to-remember URL.

  • Generation Gap In The Workplace

    You hear it all the time. Employers only want to hire young, single people fresh out of college so that they don’t have to pay high salaries and medical

  • Is It Live Or Is It Memorex?

    Leo Burnett’s advertising campaign first posed the provocative question in 1971. Ella Fitzgerald’s recorded voice shattered a wine glass in one of the

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    Letters to the Editor

    A HIT AND A MISS? Thanks for Ray Schultz’s thoughtful column (Direct Hit, May). Copywriting is my background. I learned from a seasoned pro who retired

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    Can You Find Me Now?

    Google, Yahoo! and Microsoft have all optimized their search to help mobile users find what they want on the Web. Now Ask.com is rolling out a set of mobile services that will let owners of global positioning system-enabled handsets use the Web to find their way to local merchants.

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    Thinking Out of the Big Box

    At the recent ERI eXchange conference in Boston, Best Buy International CEO Bob Willett spoke about the Minneapolis retailer’s customer-centric transformation.