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Chief Marketer Staff

  • Pop Go the Points

    Occasionally marketers hit on an idea that makes so much sense that even consumers wonder, Why didn’t anyone ever think of this before? This was certainly

  • Agencies

    LETTERS TO THE EDITOR

    TIME-TESTED ADVICE Thanks to Katie Muldoon for sharing her tips on developing clean and compelling catalog design (Direct From Muldoon, January). Over

  • Agencies

    Limited-Time Offer

    Direct response TV marketing depends on two things: An inventory of inexpensive airtime and an audience capable of being surprised to find that yes, they

  • Agencies

    HANDLE WITH CARE

    DATA WHERE TO GET it and how to maintain it was the topic of Direct’s 2006 business-to-business roundtable. With the help of our columnist Ruth P. Stevens,

  • Agencies

    Web Site Aims to Boost Black E-Community

    Search and e-newsletters have helped IZania.com boost its membership and advertiser base.

  • Agencies

    Remodeling Firm Builds Via DRTV and Mail

    The Basement Experts of America LLC has used direct response television ads to build itself up from one location in Toledo, OH in 1999 to an eight-city enterprise today.

  • Agencies

    Online computer repair firm targets the SOHO space

    A smart young company with the appealing name of PlumChoice has blazed a new trail in computer technology that would never have been possible without the Internet. They service and repair computers in homes and small offices all over the U.S. by long distance, using only the Internet and the telephone.

  • Listline e-Newsletter 03/01/06

    Information Refinery Inc. was tapped to manage four magazine lists for
    Cygnus Business Media. The appointment is limited to Asphalt Contractor
    (9,915 subscribers), Equipment Today (79,526), Pavement (19,120) and
    Rental Product News (19,778).

  • Digital

    Jeeves Bows Out, and Ask Comes In

    Jeeves has officially been served his walking papers. The Web search engine formerly known as Ask Jeeves unveiled the new Ask.com look at Search Engine Strategies New York 2006, during a keynote speech by Barry Diller, chairman and CEO of parent company IAC/InterActive Corp.

  • Digital

    Honda Campaign Shows Elements of Style

    Search marketing has been a direct-response medium pretty much since birth, for all the now-familiar reasons: It’s highly targeted, its performance is highly measurable, and search campaigns can be micromanaged to produce the best possible return on investment (ROI). Most of all, unlike mass media buys, which always involve wasted impressions, search reaches people who are in-market and intending to buy (if not immediately, then soon.) But the way we consume media is changing, and those changes may spill over into the way advertisers think of and use search marketing.