Chief Marketer Staff
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Parlez-Vous Francais?
Two new catalogs raise the question of authenticity and pretentiousness in marketing-and not a moment too soon. What with the Catalog Conference in Boston
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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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CONFERENCES: Alarms and Excursions
Our plans when traveling to conferences are usually simple: Attend sessions, meet colleagues, send copy back to New York and sleep.At the Canadian Direct
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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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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
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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
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Show Me the Money
Exactly when should a list owner expect to collect list rental income from a list manager or broker?That question is being asked more than ever these
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America’s Business
For as long as any of us can remember, direct mail has been under attack for what many see as violations of privacy. We’ve become notorious for what the
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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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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