Q&As

Plus Vision Corp. of America has found an effective way to test its direct mail and space ad messages: e-mail. More than just an element of the manufacturer’s

In our last article (Customer Segmentation: Problems, Solutions, DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation

The biggest challenge in building a brand’s appeal isn’t how to attract consumers for whom brandings have no cachet; that answer is obvious. Instead,

This is one of those stories that perhaps should be left untold. The sad little secret of this business is that not all direct marketers end up rich.

We’re not only cooking the goose that should be laying golden eggs. We’re throwing out the breasts and thighs and keeping the fat. The wishbone? It’s

This past holiday season, as many as 25 catalogs hit my mailbox daily. The mailman acknowledged that the local post office simply couldn’t keep up with

Feb. 6, 2003 Call Solutions, a direct marketing services company, acquired lettershop and fulfillment house FalaDM Group. Combined revenue exceeds $150

Three loyalty efforts started by Drugstore.com last November have had a tonic effect on revenue. The online retailer’s fourth quarter sales rose to $55

IN 1939, BOB WECHSLER, a 26-year-old executive with printer/promotion agency Einson Freeman, happened to call on Phillip Liebmann, the young president