Chief Marketer Staff

• Agencies

  Penetration Models vs. Response Models

  Let’s say you want to predict the probability of your customers’ response to one or more promotions – an upcoming direct mail or telemarketing effort,

• Leapin’ Lizards

  Having established a beachhead in the herbal-drink market, South Beach Beverage Corp. of Norwalk, CT, has found itself a fast-climbing sponsorship.SoBe

• Momentum Shift: Louis London renamed as McCann-Erickson integrates.

  Louis London, Inc. took on the name Momentum-St. Louis in a reorganization of parent McCann-Erickson Worldwide’s Momentum group, where promotional disciplines

• Seizing the Moment

  Cards featuring great athletes are okay collectibles, we guess. But how do you capture great sports moments on a card? Telestar Interactive Corp. does

• Blacks in Black and White

  Companies not targeting African-Americans with their advertising and promotions just are not Millennium-ready. U.S. Census Bureau projections show the

• Clothes Make the Student

  It’s the ages-old teen lament: “I don’t have anything to wear!” But for some kids, it’s more than a fashion statement.Poor kids – most often minorities,

• Serving Up: Sweeps

  Two kids hunched over a Monopoly board, a pair of elderly gents in the park with eyes fastened to chess pieces, a queue of office workers at a newsstand

• Agencies

  One, Two, Free Ringy-Dingies: Rewards help GTE Airfone build a customer database

  Lily Tomlin’s “Ernestine the Operator” once rhapsodized about the phone company’s technology outstripping technicians’ know-how. “Watch this,” she snorted,

• Drive, They Said: True North consolidates shops as Marketing Drive.

  True North Communications, Chicago, is linking its marketing units under one brand as part of a restructuring designed to provide global clients with

• Agencies

  F&G Buys Two, Sells Two

  Horticulture direct marketer Foster & Gallagher Inc., Peoria, IL, has acquired two plant catalogs – Gurney’s Seed & Nursery Co. and Henry Field’s Seed