Direct Marketing | Print
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Direct Marketing | Print
So Where’s the Copy?
I admit, I have to search widely for interactive ads that cry out for a makeover. Still, there always seems to be a plentiful supply of examples of advertising folly. And while the percentage of such ads may be small, the dollar waste is huge.
The latest example is one that I found in a recent issue of The Wall Street Journal, an ad for the worldwide chain of Mandarin Oriental Hotels. It’s presumably one of a series.
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Direct Marketing | Print
Marketers Turn to Trackable Media
Mass marketing may be growing in some quarters, but not among executives surveyed by Epsilon. A poll of 175 U.S. marketers showed that most are cutting
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Direct Marketing | Print
E-mailer Asks Permission Again
The Leukemia and Lymphoma Society just saw its e-mail list slashed from 33,636 addresses to 4,510 and the organization’s e-mail director is happy about
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Data Driven ROI
Data Love
Vendors, take note: Direct marketers will spend an average of nearly $250,000 for database upgrades this year. And they’re confident these expenditures
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Data Driven ROI
Best Practices at Best Buy
Best Buy, frustrated with the speed at which its loyalty program was growing, decided on an overhaul 18 months ago. It was a good move. Since then, enrollment
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Direct Marketing | Print
Plumber Turns to Postcards
WHAT DOES A LOCAL PLUMBING concern do when business starts to slow down and the Yellow Pages doesn’t bring in work the way it used to? This was the problem
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Data Driven ROI
Somebody Gets It
AS AN OBSERVER OF THE direct marketing world, I often have experiences where I slap my head and say, Yea! They get it! There also are times when I shake
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Direct Marketing | Print
The Doctor Is In
Another humdrum night? Maybe it’s time to go out and hear some live jazz in a garden conservatory setting. But where? How about the hospital? It wouldn’t
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Direct Marketing | Print
From G.I. Joe to General Grievous
You want to sell a Mr. Potato Head or a Star Wars toy to a kid? Buy an ad on Cartoon Network, or an ad in any mainstream magazine targeting the little nippers.
But if you want to sell a Star Wars action figure to a serious (and likely adult) toy collector, that’s a different—and more complicated—story, says Ed Kriete, senior vice president of marketing services, Hasbro.