Chief Marketer Staff, Author at Chief Marketer

If Your Caddy Zigs, Does Your Jaguar Jag?

A brutal question: When was the last time national advertising for automobiles caused you to take any positive action other than stifling a yawn? Or scratching

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The New PMG

One thing’s for sure: The new postmaster general has a sense of humor.”I originally thought this was an early rate implementation gala,” quipped William

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Get Off Your Duff – Take Responsibility

Despite all that’s been said about the need to learn how to market in an increasingly electronic age, there’s no disputing that hard-copy messaging will

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DIRECTNEWSLINE

DM Deals Hit $38 Billion in ’97 The combined value of strategic direct marketing transactions-including mergers, acquisitions and buyouts-reached $38

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RadioShack Tunes in a Growth Frequency

When RadioShack began a program to increase its revenue by 10% and its profit by 20%, prospecting for new customers as a strategy was never considered.

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Picture Perfect

Kodak is relaunching an infomercial for the DC210 digital camera this month, after a successful test for Christmas 1997.The half-hour program will be

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DM DYNASTIES: Eh, Bob’s Your Father

REPORTER CALLING Neodata Systems recently was a little confused when the company operator switched him over to Bob Wientzen. Wait a second. How was the

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All Mail REVUE

Direct mail doesn’t get Tony Awards, nor does it get caricatured and hung on the wall of Sardi’s. But it has become an integral component in making a

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More Than Points

There’s an old Washington, D.C. adage that an honest politician is one who, when bought, will stay bought. Were this true in the consumer arena, loyalty

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Coldwater Creek

Is there such a place as Coldwater Creek? The image conjures up some far-off place in the mountains, with cool streams and tall pines, a spot we would