Q&As

Until recently, most direct response radio was limited to low-price offers for vitamins, music and household gadgets. The belief was that expensive merchandise

When Netscape Communications went looking for a property to help raise the profile of its free Netscape Mail service among a younger demographic, it never

CATALOGERS HAVE traditionally been lukewarm about advertising in magazines. But at least two firms have had some success and intend to continue investing

IT’S EVERYWHERE! It’s everywhere! That paraphrase of the old Chicken Man radio show theme has been running through my head as of late. Advertising in-your-face

Who knew green goop would sell so well? Baskin-Robbins intentionally mucked up its menu to get full service from its Shrek tie-in. Then the ice cream

The Chicago Symphony Orchestra is hoping a new customer profile and segmentation study will help it create offers geared to a wider range of subscribers.

Artie Scheff knew a two-part miniseries called Egypt: Beyond the Pyramids might be perceived as can we say it? a bit of a snoozer. But The History Channel’s

WHO DETERMINES what items go on each page of a catalog? Does it matter if it’s the catalog artist, the merchandiser or a marketing person? Does it sometimes

ONLINE ADS that required an action boosted response 425% over branding ads for a Seagram Don Julio Tequila campaign. The campaign’s goals were to build

The U.S. Postal Service has been giving a truly stellar performance. No, it’s not been exemplary. Rather, it’s the pattern one would expect to see in