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By cutting return rates, marketers can increase sales and profits CONSUMER direct marketers are scrambling to find innovative approaches to reduce the

IRMA urges DMers to use VHS The International Recording Media Association’s latest effort to promote VHS tape’s survival well into this decade focuses

For all their cost-effectiveness and accountability, incentive-based promotions still operate in a highly regulated – if not outright prohibitive – environment

This issue contains a great deal of discussion about the need for brand marketers to listen more closely to customers and tailor promotions to meet their

One of the first things you see when you take a close look at promotions from outside the U.S. is how, well, ordinary so many American and non-American

THE LAW The Names: Bob Butterworth, Janet Napolitano, Skip HumphreyTitles: Florida Attorney General, Arizona Attorney General, Former Minnesota Attorney

A little U.K. shop won a big award with a bright idea.London-based promotion agency Davies Little Cowley Fiddes took home the first-ever Grand Prix prize

Pre-paid phonecards remain a valuable marketing tool.When airports nationwide were hit with major delays last summer, Lufthansa Airlines staffers gave

This year’s Dialog Award winners prove phonecard offers can get customers talking.With everybody and their grandmother e-mailing the bejeezus out of each

Promotion participants are migrating to the Internet. But traditional marketing tactics are still what’s driving them there.Perhaps a day will come when