Q&As

Direct and interactive marketers have long understood the power and value of testing. Most tests, however, have focused on incremental elements of a communication, such as subject lines or envelope greetings

By Amy Johannes

Nickelodeon is giving the likes of Dora the Explorer and SpongeBob SquarePants an even bigger role to play in grocery store aisles. In a new licensing deal, the entertainment company plans to put images of Dora and SpongeBob on packages of apples, pears, cherries and edamame (soybeans).

Kellogg Co. is taking American Idol fans backstage for the first time in its five years sponsoring the American Idols Live! tour.

The Home Depot has begun selling ad space on its Web site to key vendors who want to extend their reach beyond Home Depot aisles.

The vast majority of marketers today are missing a very key element of data: money. And we’re not talking just about consumers’ income and homeownership and investments.

If hard benefits represent the rational, tangible side of the value exchange in the eyes of your customers, then what about the benefits that appeal to the emotional, personal side of the relationship? Do soft benefits matter?

Back in 2001, Paul Holstein searched the Web but couldn’t find products to tidy up the mess of computer wires tangling his workspace. It was a serious aesthetic

Sometimes, would-be business tycoons might need a little coaching to make the most of their hidden potential. At least, that’s what Pam Thomas is banking on.

Through her year-old Web site Whatswithinu.com, Thomas offers personal coaching to business people.

Are you acting just like most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough?