Q&As

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

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

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

PROPERTY: Spider-Man 2 STUDIO: Sony Pictures Entertainment PARTNERS: Burger King, Kellogg/Keebler, Dr Pepper, Kraft It used to be a Hollywood truism that

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

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

Race car drivers have come and gone over the past 40 years. The one constant on the racing circuit since 1961 has been Linda Vaughn, whose introduction

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

When measuring the effectiveness of a promotion, it’s not enough to know the overall response and revenue. What you really need to measure is the incremental order activity generated by the promotion.