Q&As

GIVE ‘EM A REASON As a copywriter, I don’t think a communication can ever be too copy heavy. People don’t read or not read copy based on its relative

Those phony e-mail offers are sliding in a direction I like: Food. Meals. Gourmet dinners. Somebody has recognized the universal truth: The way to a sucker’s

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

When it comes to e-mail campaigns, little things like personalized greetings mean a lot, and big things like original photography and strong subject lines

5/17 TWO DIRECT MARKETING FIRMS shut down in 2003 by the Commodities Futures Trading Commission settled Federal Trade Commission charges that they misled

As of this writing, the finale of season three of The Apprentice is less than a week away. Soon the world will know which candidate gets the honor of

They’re all gone now. Most have gone into retirement; sadly, a few have died. But 36 years ago, they were the bright-eyed brand marketers and sales executives

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

It is amazing how renaming something can lend epiphany-like clarity to a subject. This is certainly the case with experience marketing. The term experience