Q&As

The American Bar Association is considering testing direct mail and telephone scripts that strongly encourage credit card payment to boost membership

Here’s a true story: A national retailer tested a multicity loyalty program aimed at some of its most valuable customers. For hitting specific spending

A no-frills cut-rate co-op mail program for small businesses began last month with a minimum annual revenue target of $2 million. Image Publishing LLC’s

Personalization increases response. These three simple words may strike terror in the heart of the marketing or production manager who has little or no

Why don’t more companies mail to the Hispanic market? It’s a Catch-22, says Rich Mercado, senior account manager at Madison Direct Marketing. They’re

CAMPAIGN: Speed in the City AGENCY: Grand Central Marketing CLIENT: NASCAR Without a NASCAR venue in the New York market, fans get few opportunities to

The late Roy Rogers billed himself a King of the cowboys. Nobody ever asked, When was the coronation ceremony? Who appointed you monarch? Does that mean

As TiVO and other digital recording services redefine TV viewership, many marketers are paying more attention to product integration through placement.

Doritos sales spiked in 2000, thanks to a prominent role in the premiere season of Survivor. NBC’s The Apprentice showcases a brand in nearly every episode.

One of the pleasures of owning a local business is the feeling that it’s an integral part of customers’ lives, as important to their daily routine as