Chief Marketer Staff
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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
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Agencies
Investor Sues Cross Media Board
Alawsuit has been filed against Cross Media Marketing Corp. board members, alleging that the firm misrepresented its financial position. The suit, filed
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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
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Agencies
NY Hotel Starts E-Prospecting Effort
At the rate one New York City hotel chain is going, within a few years the only paper marketing it will be doing is room comment cards. On Sept. 20 it
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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
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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.
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Revving Up
Online merchants say SEM is the Porsche of aquisition tools. WD Music Products Inc., which sells guitar parts, has seen its direct to consumer sales go from 1% to 26%. A rental agent for vacation homes in Sanibel Island, FL—Sanibel Holiday (www.sanibelholiday.com)—has seen qualified leads jump 10%…
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Agencies
Small Catalogs Forum: Making the Most of the Merge/Purge
In the merge/purge, all prospect lists are placed in the same priority just below your house file names. Names appearing on any two or more lists, called
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Agencies
Catalog Analysis: Setting Your Price for Customer Acquisition Costs
Profitable and growing companies know and understand the marketing, database, and numbers side of the business well and use the techniques to manage their their mailings and build their customer contact strategy. But a surprising number of companies don’t regularly calculate some of the