Q&As

Reader’s Digest created a systematic and disciplined approach to testing new products, primarily because of the creation of expensive one-shot books and

Pharmaceutical marketers can spend millions to create commercials that target, say, every allergy sufferer who watches Desperate Housewives on Sunday

Forget cash. Gift cards are fast replacing dollars in rebate promotions. For starters, they must be used in the store, whereas cash can be spent anywhere.

Nothing is more boring than going through the Direct Marketing Association’s Hall of Fame. For every genius on that wall, someone else is there only because

Prospective parents are accustomed to lots of tests: for the health of the baby, for its gender, and for the mother’s wellness. And so when BabyCenter.com, a content site aimed at parents-to-be, wanted to optimize search traffic, it took a leaf from that baby book and did some testing of its own.

If you’re at a loss for words next time you sit down to write a sales letter, you might want to take a look at

Are these people nuts? Do they have money to burn, and can’t find any better way to get rid of it? Wait, wait. I’m forgetting my 2007 New Year’s resolution

Publishers and other marketers looking to get their customers’ and prospects’ attention might want to put on a show — a video Webcast, to be specific.

Ad Pepper Media has acquired EMediate ApS, a Danish online ad serving firm, for 5 million euros ($6.5 million).

Alex W. Smith will become president/CEO of Pier 1 Imports on Feb. 19, replacing the retiring chairman/CEO Marvin J. Girouard.