Q&As

When it comes to what’s most important for consumer goods companies, it’s all about whether product is on the shelves and selling. Since enormous marketing investments are made in product-specific promotional campaigns, the ability to accurately ascertain a campaign’s resulting up-lift is critical.

If you Google the term “customer value” you will get back 156 MILLION hits (to put that into perspective, the term ‘customer relationship management’ has 36 million.) It is one hot topic in marketing these days.

Blockbuster and Burger King, among others, are backing the upcoming release of Warner Bros. Pictures’ animated feature Happy Feet with a host of promotions, including sweepstakes and movie-themed premiums.

Campbell’s Soup Co. is e-mailing more than 700,000 holiday hostesses, inviting them to enter a sweepstakes the company has cooked up with brands such as Whirlpool, CorningWare, Pepperidge Farm and French’s.

The hubbub early last month over Google

IT’S BECOME A CLICH TO SAY that the Web has changed all the rules about how merchants and companies deal with the public. The many ways consumers can

Business-to-business and business-to-consumer e-mail campaigns require vastly different creative tactics to drive the highest response, according to a report by e-mail service provider Silverpop.

IN A JAW-DROPPING EMBARRASSMENT, the state of Utah has mistakenly divulged kids’ e-mail addresses on its so-called child-protection do-not-e-mail list

Direct marketing spending and sales growth are going to slow a bit in 2007, according to new research from the Direct Marketing Association. But both

An upsetting self-revelation: I’ve outlived a surprising number of direct marketers who have been my contemporaries. I shouldn’t have been surprised,