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LIFE IS FULL of ironies. Here’s one of my favorites: Marketing pros who would never attempt a direct mail campaign without a careful cost/payback analysis

COMPUTERS ARE no longer the off-putting beasts they once were, and so marketing them has gone mainstream. DMers find they can stray from high-technology

WHEN DAVE RATNER was in sixth grade, he was thrown out of school for his sense of humor, his willingness to play to an audience and his overriding concern

CAUGHT IN the crossfire of negative press and new regulations regarding sweepstakes offers, sweeps lists have taken some serious hits. Sweeps entrants

With Albertson’s and American Stores merged, can Kroger and Safeway be far behind? Apparently, they can be.Though rumors boomeranged about a merger between

Beta Brands Gets ‘N Sync TORONTO – Beta Brands Limited is sweetening its candy sales with a multi-layered promotion that uses music to reinforce the company’s

When Perugina wanted an incentive to capture Mother’s Day gift buyers last year, an off-the-shelf premium was not in the cards. The chocolatier packed

Webstakes Two years ago, Steven Krein launched Webstakes with a simple idea. Marketers needed a way to get surfers to touch down on their page, and Krein’s

Mack Jenks spent a little time with his calculator before settling on the prize package for Gerber Rewards. The baby food leader wanted to “give away

What we see, of course, is the finished product, the catchy headline of the press release or the inviting ad that says: Sears Offers Adventure of the