Rescued from the Shredder
A few morsels from the 1998 scrap heap of column ideas seemed just too delicious not to share before we jump-start the shredder and begin anew.Zorro-ed
Consumer Marketing
An Uncertain Award
Let's face it, most sweepstakes prize structures are cut and dried: Super Bowl trip, sporty car, trip to Paris, wide screen TV, cash award. These are
What Stores Want
Forget national sweepstakes, the Internet, and tear pads. Retailers would rather have your demos, shipper displays, and a few extra bucks for direct mail.That's
The Price of Pagers
Pagers have been the best-selling electronic item in the U.S. for the last four years, topping cellular phones, personal communications systems, and other
Getting Grander
Grand Union, Wayne, NJ, is taking advantage of its current financial health to remodel stores, test new formats, and pump up marketing. The company told
Phantom No More
The only thing missing from this marketing event was a tie-in to the trailer. It would have been an industry first, and it probably would have gone over
MCDONALD’S CORPORATION
David Baney and R.J. Milano haven't had an actual boss since April, yet they've managed to steer McDonald's marketing through an important turnaround
Viewpoint
Question: What was the best promotion by a major bran in 1998?Pepsi's pop culture cap game stands out in mind. It delivers not only what marketers are
They’ve Got Their Number
Eyeing an opportunity to extend its brand, Los Angeles-based Petersen Companies, publisher of Teen magazine, partnered with Motorola pagers and Virgin
NICKELODEON
Attractive young entertainment industry executive boosts the popularity of her network's substantial cartoon properties by connecting characters to kids
