Engagement

• Acquisition

  Super Bowl Wannabes

  Don’t have the millions it takes to buy a Super Bowl spot or a tie-in to the Big Game? No worries. A little creative copywriting can do the trick. Non-sponsors

• Engagement

  Free Beer

  California beer drinkers are in for a treat. A new state law, allowing beer sampling in restaurants, took effect on Jan. 1. And brewers are rushing to

• Engagement

  Front-Wheel Drive

  Maybe singing in a Volkswagen Beetle isn’t your idea of a good time. But thousands of people have tried it, and more are likely to when the auto show

• Acquisition

  Spring is in the Air

  The consumer is in control. We’ve all heard that saying hundreds of times by now, but no place is that more obvious than Spring Break. Marketers have

• Direct Marketing | Print

  Mixed Breed

  Purebreds may fetch a high price at market, but it was a mixed marketing pedigree that helped the American Society for the Prevention of Cruelty to Animals

• Direct Marketing | Print

  Easy Does It

  In January the U.S. Postal Service toned down some of its proposed new mail rules. Here are some highlights. A relaxed flexibility test for automated

• Direct Marketing | Print

  Another Ignorant J-Word Attack

  When a column in a consumer newspaper is headlined Beware the menace of junk mail, you know you’re in for a regular ignoramus-o-rama.

• Direct Marketing | Print

  Alive and Well

  In this multichannel age, direct mail is still the largest single power in direct marketing. The U.S. Postal Service handled 102.5 billion pieces of standard

• Direct Marketing | Print

  Printer’s Mailing Gets 50% Response

  Every now and then, digital technology produces unexpected results for old-fashioned direct mail. Take Superior Printing Inks, which achieved more than

• Direct Marketing | Print

  Dry Run

  Reader’s Digest created a systematic and disciplined approach to testing new products, primarily because of the creation of expensive one-shot books and