Chief Marketer Staff, Author at Chief Marketer

Do You Know About SIFE?

Once again it’s time to play “Figure out the ad.” You do have time for that in your busy day, don’t you?

Whenever I see an ad headline like this one for an organization called SIFE (Students in Free Enterprise), I think of Robert Di Niro in the movie “Taxi Driver.” Are you talkin’ to me?

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Take It From the Top

THERE’S AN OLD SAYING THAT IT’S LONELY AT the top. If that’s true, our agency leaders should look around. They’re in good company this issue. Direct talked

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And on the Left Coast

OgilvyOne’s San Francisco office is housed near Union Square at 111 Sutter St., the same art deco building where Sam Spade hung his hat in The Maltese

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Magical Thinking

JUSTIFICATION IS THE name of the game when it comes to determining a direct marketing budget. It’s no longer good enough to make generalizations about

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LETTERS TO THE EDITOR

IT’S REALLY VERY SIMPLE It’s obvious what went wrong with the MIT Sloan Management Review’s e-mail promotion: It’s virtually impossible to profitably

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Clean = Green

IMAGINE SPENDING ALL YOUR time preparing for an extravagant dinner party. The champagne is bubbling, the cutlery is shining, and the platters of hors

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From the Big Chair

BY THE TIME THIS article sees print, Howard Draft will be one delighted chairman. Or a very disappointed one. It all hinges on the review Wal-Mart is

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Don’t Stop Now

ARE YOU ACTING JUST LIKE most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough? I’m not

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Need for ROI Leads Firms to DM

THE AGE OF ACCOUNTABILITY has arrived. Marketers will spend $961.9 billion on communications this year. And return on investment will play a big role

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Think Before You Contact

In direct marketing the call to action is critical. If you capture how a prospect or customer historically responds via mail, the Web, inbound call, face