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Managing a promotion’s risks may not be top of mind, but it should figure into every marketer’s bottom line.Go figure! Predicting the odds that a presidential

New Page 1 Mott’s this spring will partner with New York City-based Sesame Workshop and Sony Pictures Family Entertainment, Los Angeles, for a six-month

Mindful of cultural blundering, marketers slowly target African-Americans.African-Americans will control eight percent of the buying power in the U.S.

Redemption projections for certificates, coupons, and other promotional items should be considerable.There are times when you can suffer from too much

Sears, Roebuck and Co., Hoffman Estates, IL, and America Online, Vienna, VA, have been giving winter shoppers the option of buying AOL Internet service

Nonprofits and donors are linking online faster and cheaper than they ever have before. Here’s how marketers can join in.Robin Lee Greiner sounds more

Norwalk, CT-based alternative drink maker South Beach Beverage Co. this spring will trade beeps for sips in a multi-million-impression pager promotion

Drug store chains stretch beyond Rx to take on mass merchandisers.Drug store chains are following a new marketing prescription that includes more spending,

Lawn Doctor to debut 2001 mail campaign Lawn Doctor Inc.’s latest direct mail prospecting effort features a new focus – brand development and differentiation.

Kind Words for Kris I thought Kris Oser’s article “Strong Medicine” (DIRECT, January) was outstanding. It was obvious she’d done a lot of research. Jay