Q&As

The best marketing events create an experience in which consumers become so engaged that they drive the event’s momentum and its success. The challenge

The Boston Symphony Orchestra has sold about 200 concert tickets with a personalized TV-style Internet commercial. And it’s planning a second test in

CADILLAC HAS FIGURED OUT how to a loyalty program that was already working well. It nearly doubled the number of pieces mailed, from the 175,000 DeVille

The letter has long reigned as king of the mailing package. Even though a letter may be mailed to thousands, if done properly it has an aura that creates

LOW-TICKET ITEMS like pens and sports watches may no longer be used as premiums to lure new magazine subscribers. Thanks to the Audit Bureau of Circulations’

British Airways spent about $100,000 this fall on its first business-to-business mail campaign, hoping to encourage a select group of travel agencies

SOME SCOFF that it’s just the latest corporate management fad. But it’s proven to be very good for many companies, and it’s great for us consumers. What

DIRECT recently talked with Karen Gopalan, vice president, brand and marketing services for Chase Manhattan Bank, to get her thoughts on financial services

Dallas Area Rapid Transit (DART) has discovered the secret of e-mail success: Offer free train rides. The transit agency recently conducted its first

IF YOU’VE BEEN READING the trade press, you’ll know that the latest buzz in the Washington postal community is whether mailers and the U.S. Postal Service