Q&As

When it comes to database use, you might think business-to-business marketers trail their consumer counterparts. Well, think again. The range of database applications in B-to-B is as broad and creative as B-to-B marketing itself. To find out more from Ruth P. Stevens and Bernice Grossman, click here.

Postcard marketing differs very much from other forms of direct marketing. But many marketers make the same mistake – they put too much information in the copy and turn consumers away. Click here for some tips from Joy Gendusa.

Mattel is giving Barbie a makeover as a Dallas Cowboys cheerleader.

G. Neil is employing a folder presentation for its 2007 holiday effort. The 12” x 8 1⁄2” package offers incentives based on the amount of HR materials purchased. In contrast to this oversized mailing, The Economist has shrunk from its standard 9” x 12” envelope to a 6” x 9”, although the tag line remains “The World At Your Fingertips. Every Week,” and the soft offer mirrors previous mailings at $49.90 for 24 issues (six free). A fundraising effort from Atlanta’s Carter Center offers a free bookmark and asks for contributions to maintain its humanitarian work.

The “week in advance” calendar is a government-and-industry-publication staple. These listings are written with an earnestness which is almost endearing, given that most of the events offer all the thrills of a PowerPoint presentation on quarterly soybean production levels.

What follow are several DM-related events that may have been overlooked by listings compilers.

As gift cards continue to gain momentum in the holiday shopping mix, unused cards are increasingly becoming an issue for the merchants who sell them, according to a recent report by Deloitte & Touche.

(Multichannel Merchant) The tragic Southern California wildfires had many catalogers working on suppressing mailings to ZIP codes in the affected areas last week. But merchants based in the region had more pressing concerns, such as evacuations, air quality, distribution problems, and of course, general terror that the flames would reach them.

Howse Jackson Marketing Ltd. plans to expand a new insert media program for distributing advertising inside of library books in the United Kingdom — nationwide by the middle of next year.

Reacting to growing consumer health concerns, Unilever has been pumping up the nutritional benefits of its brands over the past two years.

Aflac is upping the ante on its NASCAR sponsorship in a new relationship with Office Depot.