A financial behavioral segmentation model comprised of research data and recent consumer behavioral data has been used to develop of list of 29 million consumers with a predictable propensity to respond to an annuity offer. These individuals have a median age of 41 and a $52,000 median income. More than half are homeowners and more…
How do you know that a Web-buying household is placing an order just because they received a catalog? The argument has been made that just because a Web buyer gets a catalog and then later places an order, that purchase doesn’t prove that the catalog circulation caused the Web purchase. There are ways to answer…
Testing e-mail prospecting lists is in many ways the same as testing postal lists, says Don Buck, president of Milwaukee-based consultancy Buck Marketing. But e-mail testing has its own distinct challenges as well.
Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign. But less attention has been given to the long-term behavior of…
A campaign combining DRTV, print, direct mail and online efforts will help Fleetwood Enterprises Inc. launch a motor home shared-ownership club.
Unica Corporation, Waltham, MA, has introduced several enhancements to its Affinium suite of software products
Pepsi-Cola Co. is renewing its under-the-cap promo, doubling its 2004 offer with 200 million free songs, and introducing the chance to win Apple iPod minis though a sweepstakes. The promotion, open to consumers 13 and older, offers a one-in-three shot ...
Snapple is breaking with tradition by kicking off an integrated marketing campaign during the chilly winter months. Snapple readies sampling and events as part of a major integrated campaign The beverage maker brought back the "Snapple Lady" earlier ...
Looking for that dream job? Perhaps you'd like to travel to Los Angeles and tag along with a celebrity reporter to hear the latest gossip and meet superstars face to face. Or, maybe you'd like to spend three days at the Godiva Chocolate Co. tasting ...
As part of the nationwide launch of its new Fresh Toasted Subs, Subway Restaurants is inviting fans to enter a new contest by submitting their original toasts honoring the Super Bowl. The QSR said the Super Bowl XXXIX Post a Toast Contest is an ...