Chief Marketer Staff

• Agencies

  Changing the Rules of the Game

  There was a time not long ago when marketing decision makers regretted they didn’t have enough information.In the world of information, especially database

• Sponsorships Grow Without the Olympics

  If there was a year for sponsorship spending to drop, 1997 should have been it. For more than 14 years, the sponsorship category has seen growth of at

• Agencies

  R-E-S-P-E-C-T-What Does That Mean to Us?

  Demarcation lines have faded. Direct marketers are respectable at last. Almost as respectable as general advertising executives. Certainly as respectable

• International

  Birthday Treats BUENOS AIRES – The Cartoon Network celebrated its fifth anniversary here with a program that got kids to show off their artistic abilities

• Special Deliveries, on Target

  Specialty printing posted no revenue growth last year, but industry sources say that demand for products including game pieces and high-quality direct

• Coming in next month’s PROMO

  Fresh Look, New Start Fox Family Channel starts the biggest cable TV launch ever this month when it takes control of the former Family Channel. Fox is

• Detox for Discounters

  What is the worst word in the marketer’s lexicon? To me, it’s “discounting,” a word that is defined as “cutting the price,” but really means “incenting

• Agencies

  Hollywood Holds the Line

  Marketers spent an estimated $5.14 billion on promotional licenses in 1997, a 3 percent increase driven mostly by film tie-ins. At the same time, consumer

• Agencies

  Catalog Sales on Rise: WEFA

  Catalog sales continue to grow at a faster rate than total sales to consumers and businesses in the United States, according to a recently updated study

• Agencies

  Tools of the Trade

  Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren’t. Each has its own special use in database