Q&As

After shying away from e-mail following the dot-com crash, business-to-business direct marketers apparently are embracing it again, and not just for retention.

Some people view dining at McDonald’s as a way to quickly satisfy hunger. For others, at least for a few weeks out of the year, it’s a moneymaking opportunity.

THINK E-CARDS ARE STUPID? Then you weren’t sitting in the audience at the 50 DM Ideas in 50 Minutes panel discussion last month at the List Vision conference

Last month, the Coca-Cola Co. topped 2.5 million registered users for its My Coke Rewards loyalty program, largely by dangling incentives such as cruises

INSIGHTFUL REPORTING Larry Riggs’ article about the Kellogg School of Management’s direct marketing program (Revised Curriculum, July) was informative

Deborah Gallagher isn’t convinced that e-mail works for prospecting. But she’s willing to give it another chance. The MIT Sloan Management Review’s director

A MULTISOURCED prospect pool takes list-based business-to-business targeting to the next stage of sophistication and effectiveness. Rather than treating

At first I wasn’t sure if this York air conditioner ad was weak enough to cry out for a makeover. After all, it does identify the product and mention a couple of sales points in the headline. It has nice pictures of the product, of happy people, and swatches showing the choice of colors.

But the more I studied and worked with it, the more I found lacking.

A Tennessee company will pay the Federal Trade Commission $105,000 and will cease marketing material it claimed would help consumers pass an exam necessary to earn a job with the U.S. Postal Service.

The tribe has spoken, but this time the tribe is automaker General Motors, who has decided to drop its sponsorship of CBS’s Survivor reality series.