Q&As

Earlier this year, NY Skyride was looking for a way to convey its high-tech pizzazz to Web visitors. It had to be snazzy and engaging: Competition for the Big Apple tourist dollar is tight, and NY Skyride, a 12-minute Imax tour of the city’s landmarks housed on the second floor of the Empire State Building, faced a unique challenge.

It’s not easy being a marketer these days.

For one thing, you have to measure the impact of your campaigns. And that’s a challenge when you’re using multiple media.

My jaded heart recently skipped a beat when a truly cheesy self-mailer showed up in my mailbox. If there’s no column next month, folks, it’s because I’ve retired and am living off my investment in…uranium stocks.

Every creature has its phobias. To many cats, water is anathema. Some dogs abhor the sound of the vacuum cleaner. And then there are consumers who fear using a credit card to shop online.

Right-to-die advocacy group Compassion & Choices is boosting direct mailings from four to six times a year despite the difficulty it’s had getting conservative lists.

Loyalty programs have become a core component of many plans focused on rewarding more frequent and higher value transactions. Their proliferation gives

Talk about your dual personalities. Ben & Jerry’s is a super-premium-quality product with an offbeat, fun, irreverent brand. The two concepts don’t always

Stop and ask yourself, Do I know a Stupid Sweepstakes from a Strategic Sweepstakes? First, answer these three simple true/false questions. Sweepstakes

Sure, all that newfangled new media is grand. But today we’re here to pay tribute to the good old telephone the most versatile, flexible and consistently

A HIT AND A MISS? Thanks for Ray Schultz’s thoughtful column (Direct Hit, May). Copywriting is my background. I learned from a seasoned pro who retired