Chief Marketer Staff

• Agencies

  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

• Agencies

  Foster & Gallagher Springs Up on the Web

  Foster & Gallagher, Peoria, IL, the megabig horticultural direct marketer, has been taking a slow approach to the Web, but made a major plunge in late

• Agencies

  OUTDOOR ADVERTISING: Friends Don’t Let Friends Drink and Redeem Coupons

  Sweetwater Tavern in Centreville, VA will never again underestimate the power of direct response advertising.To promote the restaurant, The Dan Rosenthal

• Agencies

  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

• Agencies

  DIRECTNEWSLINE

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

• Agencies

  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.

• Agencies

  Smart Bombing

  The 31 American Tire & Service Co. stores under Scott Hook’s oversight had participated in mass advertising programs before, but in late 1997 Hook wanted

• Agencies

  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

• Agencies

  DISNEY DIRECT MARKETING

  Michael Eisner, the high-powered CEO of The Walt Disney Co., has a simple formula for his managers: You have to achieve regular annual growth of 20% to

• Agencies

  What It Means to Mailers

  The Postal Rate Commission has admirably fulfilled the vision set out in the 1970 Postal Reorganization Act-that of providing checks and balances to discipline