Agencies

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  The Mark(eting) of Zorro

  We must confess that Zorro was our first career choice. We could never understand why our parents were upset when we ran down the corridor to carve Zs

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  Tools of the Trade

  Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren’t. Each has its own special use in database

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  Sampling Continues to Stretch Out

  The only thing harder than trying to sum up 1997’s sampling programs in a single story is trying to put a value on the category. Programs can range from

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  Lou Reed Bio on Home Video

  Just months after it aired on PBS, the only documentary of rocker Lou Reed will hit home video on July 28. Fox Lorber is releasing the 75-minute video

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  It’s a Wrap

  The annual PMA Star Power conference lived up to its title last month when both Ron Howard and Will Smith spoke to about 500 marketing executives on Warner

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  Changing the Rules of the Game

  There was a time not long ago when marketing decision makers regretted they didn’t have enough information.In the world of information, especially database

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  Metal Mettle

  Remember when it used to really mean something if you had a gold credit card? And you were really important if you were approved for platinum ?Those days

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  Peterman Floats Online Ad Test

  The J. Peterman Co. dipped its toe into the online advertising waters this spring with a test campaign for the Heart of the Ocean necklace from its “Titanic”

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  First Data Cuts Work Force by 11%

  First Data Solutions, Omaha, NE, reduced its work force by 98 employees-approximately 11%-on May 15, a company spokesperson said. The cuts were made across

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  Playing Games in Florida

  Several recent Florida decisions interpreting the Florida game promotion statute could prove useful in planning future promotions. The statute (Section