Chief Marketer Staff

• Acquisitions

  OGILVY SNAPS UP BEN MARKETING Ogilvy & Mather North America, New York City, jumps into the promotion game with the purchase of BEN Marketing Group. BEN

• BACK-END AND BELOW-THE-LINE SERVICES

  CASH AND A SMILE Western Union, Denver, is jumping into the incentive game with Corporate GiftGram, a gift check that can be used as an employee reward.

• Digital

  Return on Investment

  With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the

• Top Search Engine Players at a Glance

  ALTAVISTA AltaVista Co., Palo Alto, CA www.altavista.com Search engine with its own crawler and directory content from LookSmart. PAID INCLUSION Express

• Boo!

  PepsiCo, Purchase, NY, this month breaks the first of two holiday promos playing up its Power of One strategy, linking its Frito-Lay brands with beverage

• Spies in the Kitchen

  I’m in the middle of Times Square, America’s mega-branding theme park, with my documentary crew to interview travelers for Sheraton Hotels. Getting instinctive

• Agencies

  Back to Press

  Even casual readers have noticed the difference. Thanks to reduced spending across the board, magazines just aren’t as robust as they used to be. But

• Agencies

  The High Cost of Fighting With Consumers

  The paradox of our industry is that even as direct marketing is more and more attractive to us as marketers it has become less and less appealing to consumers.

• Dell Revises 3rd-Q Expectations Upward to $9.1 Billion

  MediaBay will borrow $1.5 million in funding from its chairman, Norton Herrick. This funding by Herrick brings the total amount of investment from Herrick,

• Mail Industry Execs Endorse Presidential Commission

  Senior executives from across the $900 million-a-year mailing industry have endorsed the concept of a Presidential Postal Commission to spur reform in