Chief Marketer Staff, Author at Chief Marketer

The Click-Through War

Who’s got the better click-through rate on Web banner advertising-Flycast or DoubleClick? And should anyone even care?In March, RelevantKnowledge, Chicago,

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America’s Business

For as long as any of us can remember, direct mail has been under attack for what many see as violations of privacy. We’ve become notorious for what the

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DM DYNASTIES: Eh, Bob’s Your Father

REPORTER CALLING Neodata Systems recently was a little confused when the company operator switched him over to Bob Wientzen. Wait a second. How was the

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All Mail REVUE

Direct mail doesn’t get Tony Awards, nor does it get caricatured and hung on the wall of Sardi’s. But it has become an integral component in making a

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Campaign Targets Indulgent Dog Owners

Heinz Pet Products, St. Louis, will send out samples of Pup-Peroni later this month. While Heinz has been making the dog treats for 10 years, the campaign

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If Your Caddy Zigs, Does Your Jaguar Jag?

A brutal question: When was the last time national advertising for automobiles caused you to take any positive action other than stifling a yawn? Or scratching

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Aw, Rats-Socks and Underwear!

I’ve written in this space before about all the nifty, neat, sometimes useful but often downright odd stuff one brings back from conferences.Look around

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RadioShack Tunes in a Growth Frequency

When RadioShack began a program to increase its revenue by 10% and its profit by 20%, prospecting for new customers as a strategy was never considered.

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Picture Perfect

Kodak is relaunching an infomercial for the DC210 digital camera this month, after a successful test for Christmas 1997.The half-hour program will be

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Get Off Your Duff – Take Responsibility

Despite all that’s been said about the need to learn how to market in an increasingly electronic age, there’s no disputing that hard-copy messaging will