Author

Chief Marketer Staff

  • 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

  • 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

  • Agencies

    PRIVACY PENDULUM

    In May, during a commencement speech, Vice President Al Gore called for an “Electronic Bill of Rights” to allow Americans to protect their privacy.In

  • 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

    USPS Kills Auto Day Mail Program

    Under fire from the Newspaper Association of America and even some local mailers, the U.S. Postal Service shelved plans last month to launch its Auto

  • High Life

    FREDERICK, MD – Frederick Brewing Co. is readying an under-the-cap promotion for Hempen Ale and Hempen Gold, the first U.S. beers brewed with hemp seeds.

  • Agencies

    U.S. Bank Mailing Succeeds Despite Low Response

    Once upon a time there was a direct marketing campaign that didn’t get any response.What-no flurry of telephone calls? No BRCs returned? Nothing.Not that

  • Agencies

    DEMOGRAPHICS

    Dustin Hoffman gave us our first image of a man raising a child in “Kramer vs. Kramer.” But it was the image of Michael Keaton at home that gave the concept

  • Agencies

    Columbia House Starts a Positive-Option Club

    Columbia House has introduced “Play,” its first music club to operate on a positive-option basis rather than the negative option most often used by such

  • More High-Tech, Still High-Touch

    Marketers spent $748 million on in-store services in 1997, including $172 million on loyalty card programs, funded mostly by retailers. Promotion is the