Q&As

When RadioShack began a program to increase its revenue by 10% and its profit by 20%, prospecting for new customers as a strategy was never considered.

Despite his enduring popularity, obtaining lists of Elvis Presley’s fans is no easy task. Elvis Presley Enterprises keeps a tight grip on memorabilia

Sweetwater Tavern in Centreville, VA will never again underestimate the power of direct response advertising.To promote the restaurant, The Dan Rosenthal

American Family Publishers Inc. must have thought it was out of the woods. In March, it settled lawsuits by 31 states and the District of Columbia by

Experts agree: It’s difficult to generalize about how publicly traded consumer catalogs are doing on Wall Street. For one thing, direct marketing companies

The Postal Rate Commission has admirably fulfilled the vision set out in the 1970 Postal Reorganization Act-that of providing checks and balances to discipline

For the Mother’s Day selling season, 1-800-Flowers and Godiva Chocolatier launched Internet ads that allow consumers to order a limited number of products

For more than two years, direct marketing stock pickers have trumpeted the advantages of buying shares in business-to-business companies rather than stock

A brutal question: When was the last time national advertising for automobiles caused you to take any positive action other than stifling a yawn? Or scratching

The proposal for a ban on tobacco advertising across Europe gets little support from most marketers. Few would go so far as to suggest it is actually