Q&As

Marketers may give lip service to return on investment, but one thing is clear: They don’t want to wait for it. And many believe it can’t be measured.

Technology and accountability. Not surprisingly, these are two of the top direct marketing media trends for the coming year. Direct recently talked with Michelle Saperstein, vice president and group media director at Draftfcb, to get her thoughts on the DM media landscape.

n its communications industry forecast, private equity and investment firm Veronis Suhler Stevenson reports that recent DM gains have been fueled by e-mail and mobile marketing, new advertisers exploring direct response TV and even modest growth in the two workhorse channels

This winter, Earth Class Mail will be the subject of a new documentary TV series called

It might surprise some direct marketers to find out that affiliates can deliver a more desirable demographic than the average online shopper.

According to a recent study from DoubleClick Performics, affiliate channel shoppers spend more

The overall decline in coupon redemption rates in the U.S. and Canada raises a question as old as coupons themselves: What prompts a consumer to redeem?

George Lois knows something about getting results.

His

The marketing and creative tactics we were using five years ago won’t work with today’s shifting demographics and preferences.

Scrap the editorial praising Lon Mandel for bucking the consolidation trend. Replace it with one that lauds him for his aggressive acquisition strategy.

In direct marketing, an offer is an incentive that motivates consumers to do something they hadn’t planned on before they viewed our television spots, visited our Web site, read our print ads, got our electronic or postal mail or heard our radio commercials. Naturally, we want it to be an incentive that can’t be refused.