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

We’re content providers, Richard D. Beckman, president of Cond Nast Media Group, told The New York Times in August. Mr. Beckman essentially was saying

HAVE YOU HEARD OF THE Serenity Prayer? It goes like this: God grant me the serenity to accept the things I cannot change, courage to change the things

One day in the not-too-distant future, Web 2.0 will be about telling stories in the service of marketing to consumers, said Michael Davis, senior vice

WITH THE NEW RATE case taking effect next May, mailers will have many new rules and regulations to look forward to, many of which are expected to set

THOUGH THE MONEY MARKETERS spend on it is a pittance compared with other channels, e-mail delivers the highest return on investment by a wide margin,