Chief Marketer Staff

• Agencies

  Peterman Floats Online Ad Test

  The J. Peterman Co. dipped its toe into the online advertising waters this spring with a test campaign for the Heart of the Ocean necklace from its “Titanic”

• The Branded Generation

  Seven billion dollars. Seven billion dollars. That’s how much the promotion industry added to its total last year, according to the the 1998 Annual Report

• Agencies

  Singing In Tune

  CDnow, the Internet’s top music store, and MTV Networks, a division of Viacom, Inc., announced a groundbreaking, three-year integrated marketing agreement

• 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

• Creativity, Wit, Results – A Recipe for Success

  What makes a winning promotion? What goes into a campaign that builds sales and market share beyond all reasonable expectations, contributes to brand

• Big Foot

  Back in the spring of 1997, we began brainstorming and searching for the big idea that would win us the Duracell business for its fourth quarter promotion

• 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

• People Agency Moves

  Frank Henson named vp of the Solutions Marketing division of J. Brown/LMC Group, Stamford, CT.Christine Cervenka named director of research and human

• Association News

  A Rose for IMRA Group elects new president. NAPERVILLE, IL – Rosemary Mills Luedke, president of Rose Incentives, was elected president of the Incentive

• Agencies

  Translation Errors

  TACTICS THAT WORK for consumer catalogs won’t necessarily translate successfully to their business-to-business brethren, according to Pamela J. Hutchins,