Q&As

ESPN Deportes is giving Latino sports fans in the U.S. 10 million reasons and then some to tune in to its cable TV and radio networks and read its magazine.

The dynamic duo of one-to-one is back with another book. Just as Don Peppers and Martha Rogers invented a philosophy, now they’ve come up with a metric

PHARMACEUTICAL COMPANIES are taking flak on several fronts for the direct-to-consumer (DTC) advertising they’ve been doing for the last several years.

When the U.S. Postal Service proposed a straightforward, across-the-board 5.4% increase in its 2005 rate case, you could have heard a collective sigh

MANY ORGANIZATIONS that start a marketing-literature management program make decisions based primarily on unit costs. After all, the easiest way to judge

CUTE IS NOT ENOUGH. Sure, there’s lots of good print ads out there. But there are too many that make neither a case for the product or service, nor a

FOR MANY AUTOMOBILE DEALERS, E-MAIL MARKETING IS FAST becoming a communications vehicle that handles well. Infiniti of Coconut Creek launched an e-newsletter

First-hand experience of a product can dramatically impact a consumer’s purchase intent of a brand. We asked folks at top agencies (drawn from the PROMO

ACCORDING TO FABLE, THERE once was a princess so delicate that she knew when a pea had been placed beneath 20 mattresses and 20 feather beds upon which

MARKETING COPYWRITERS, mind your modifiers! Take a lesson from the Ottawa furniture store that sent out a Mother’s Day flier advertising Soft Stools for