Q&As

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What impact will the USPS’ ever-worsening financial picture have on direct mail?

The four major U.S. pro sports leagues and teams are on track to post a 7.9% increase in sponsorship revenue in 2011.

Many companies continue to simply think of loyalty as a customer’s repeated purchase of a product or service. When marketers look deeper, they’ll find distinctly different types of loyalty.

The Borden Dairy Co. will begin running sweepstakes as part of a new robust marketing program to grow its share of the milk market

The Duct Tape brand can get people to do some pretty crazy things. High-school students have fashioned entire prom dresses and suits from the sticky stuff

Do you read email on your smartphone? You’re not alone. Keep this in mind when creating email campaigns

When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer

If you’re waiting for the full-blown arrival of shopping over mobile devices, hold the phone

Over the last three months, Coke added an attractive prize to its popular My Coke Rewards program. Codes entered from specially marked packages of Sprite could be submitted by Nov. 6 to win one of 25 grants worth $25,000 for their favorite school

Attributing a sale to the last customer touch can result in skewed channel effectiveness calculations. Paradysz’s Rob Stagno offers thoughts on the complexity of multichannel attribution.