THE GAS STATION would be an obvious symbol to use if you are a gas company marketing to consumers. But how does a giant oil firm make an impression on

There are three kinds of customers: new ones, loyal ones, and prospective ones. Coupons - especially the ones housed in colorful free-standing inserts

WE MAY BE LIVING in a global village, but you still need to change planes to get there. Airlines are making that an easier task, while bringing a new

Past editions of this column have discussed the possibility of greater government scrutiny for the promotion marketing industry. While I could not pinpoint

It seems that every agency pats itself on the back for promoting an environment in which creativity can flourish, as though simply saying it will seduce

Much of promotion is waste. Take couponing. More than 90 percent of all coupons are delivered by FSIs, which achieve a reported 1.4% redemption rate.

United Airlines has proven that the way to a passenger's wallet is through his stomach.The Chicago-based airline found that it could earn another $2.4

EVERYONE KNOWS young people respond to peer pressure. General Motors has been applying that maxim to make college kids aware of their vehicles since 1991.The

IN PHYSICAL circles, the out-of-control assembly line is a staple. Lucille Ball's conveyer-belt misadventures represent its high point, and shows ranging

FOR CATALOGERS, RFM (recency, frequency and monetary) analysis is still a powerful list prospecting and continuation mailing tool. But catalogers are