Chief Marketer Staff, Author at Chief Marketer

Short Profiles: CoActive Marketing

Call it HyperActive. Great Neck, NY-based CoActive Marketing collects core competencies with zeal, having added Hispanic, Internet and (most of all) events

Specialty Printing: Stop the Presses

Thank goodness orders are booked so far in advance. Otherwise, specialty printers would have fared far worse than they did in 2001, when promotion spending

Agencies

Kool Sends Postcards to Build Market Share

Brown & Williamson Tobacco Corp. has sent a 500,000-piece postcard mailing for Kool, its menthol cigarette brand, in an effort to build market share.

Agencies

Online and Offline Are One: Study

THE LINES BETWEEN online and offline direct marketing are blurring, according to a new survey by the Direct Marketing Association. Of 700 companies contacted

Fulfillment: Un-Fulfilling Prophecies

Fulfillment spending fell 15.0 percent to $3.2 billion in 2001, according to PROMO estimates based on industry sources. Experts blame lower consumer response

Hungry for Licensed Product

Like any business, the licensing industry goes through its share of growth spurts, both long-term and short-term. While some categories have quick-fix

Deals in the Making

Eavesdrop as you walk the aisles at this month’s Licensing International show and you’re bound to hear the word uttered at least a few times. That’s because

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15 Easy Ideas for Improving Your Catalog

DRY AND BORING this is what the majority of catalogs seem like these days. But take a closer look and you can come up with some innovative creative techniques

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Pennzoil Starts First DRTV Campaign

Pennzoil-Quaker State Co. has entered the direct response business. The company’s first-ever DRTV effort will promote its Total Care product. The campaign,

Agencies

Games, Contests, Sweeps: Front and Center

Spending on games, contests, and sweepstakes rose 10 percent to $1.65 billion in 2001, according to PROMO estimates. The year’s biggest news the indictment