Q&As

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

George Lois knows something about getting results.

His

If you want to really motivate employees for exceptional job performance, remember that not everyone is looking for money. Consider giving them an experience

James Simone, general manager of Brunswick’s Woodhaven Lanes bowling center in Queens, NY, credits the company’s e-mail marketing program with helping keep lanes busy that previously were often dark.

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.

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.

Direct talked recently with executives at some of the industry’s top agencies to get their thoughts on the agency’s role in today’s marketing environment and what they felt were their clients’ top priorities.