Chief Marketer Staff
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Hey, It Coulda Been Worse!
As you read this, you’re probably getting ready for the December holidays. But as I type, I’m preparing to sacrifice a pumpkin to the autumnal gods. That
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Agencies
Letters to the Editor
TESTING CANADIAN WATERS It was extremely reassuring to read Larry Riggs’ article Northern Exposure (September). I assisted in launching Crest Fruit Inc.’s
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Campell Soup and Pepperidge Farm Team Up for the Holidays
For the first time, Campbell Soup Co. and Pepperidge Farm are promoting their products side by side for the holidays. Items like Pepperidge Farm sugar
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Tom Collins Makes Over Costa Rica tourism ad
When I develop a direct marketing print ad or a click-response brand/service ad I use an approach I call maximum response per square inch. It’s not a
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Look Here Before You Leap: Multichannel Business Models
Only a few short years ago many direct marketers used recency, frequency, monetary and other models to decipher purchasing patterns and applied the findings
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Direct Mail Boosts School Enrollments
Pacific Ridge School, a private academy that opened in suburban San Diego last year, is relying on direct mail to help establish itself and attract students.
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Dodge Infomercial Rams It Home
Chrysler LLC got nearly 10,000 responses to an infomercial for Dodge Ram trucks this past summer, an effort that helped clear out dealer inventory. I’ve
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Would You Trust Them?
Will it ever stop? Great Britain may build a database of all telephone and e-mail traffic in the country, The New York Times reported in October. The
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Agencies
Brands Test Sampling at Meal Assembly Kitchens
A new venue for sampling is being tested by the likes of Juicy Juice, Tabasco, General Mills and Martha Stewart: meal assembly kitchens. There are 1,002
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KFC Takes Wing Title
The climax of the National Football League season is also the height of the chicken-wing-eating season, and Kentucky Fried Chicken formalized that, unveiling