Q&As

Improvements Uses Multi-Channel Personalization In its Spring 2005 edition, the home catalog Improvements goes beyond the typical use of personalization, and drives customers online. On the back cover of the 80-page book, laser printing directs …

Subway is phasing out its decades-old Sub Club program because of consumer fraud found in the program and the company’s long desire to update the overall promotion. The restaurant chain started offering the free-sandwich promotion at least 25 years ago. …

A multichannel, multiple-impression marketing approach—a seasonal marketing campaign, if you will–is far more effective than the traditional “one off” promotions that are conceived and executed in a vacuum. This is particularly true in complex environments such as when direct channels interact with brick-and-mortar retail, or in b-to-b

It’s not hard to see why online surveys are the market research tool of choice for an ever-growing number of companies. They’re comparatively easy to manage, and they can often be created inhouse with software that constructs the survey as well as calculates the results

Xerox Corp. found a way to use small car to get big results. But while the chance to win a Mini Cooper auto in a sweepstakes no doubt was a key factor in the success of Xerox’s Igen3 campaign last summer, so was the company’s decision to create a personalized Website

Best Buy is testing oversize door hangers to promote its Reward Zone customer loyalty program. A 500,000-piece trial began in April in Minneapolis (the

Most advertising, marketing and public relations professionals know a blog short for Weblog when they see one. But many are skeptical about actually using

Data is a lot like money. If you have it and you can access it, it’s a wonderful thing. But if you don’t have it, or you have it but can’t get to it when

The migration of advertising dollars from broadcast to cable continues unabated at this year’s upfront. The shift is a reflection of where TV viewers

When direct marketers began to use the Web, a question emerged: Who’s responsible for it? Was it a technology project? Some companies came to that mistaken