He cover for the Oldsmobile Intrigue/"X-Files" movie direct mail piece was a plain brown envelope, which makes sense, given the television show's bent

This December McGraw-Hill will publish the third edition of David Shepard Associates' "The New Direct Marketing." Over the next few issues we'll offer

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"

Demarcation lines have faded. Direct marketers are respectable at last. Almost as respectable as general advertising executives. Certainly as respectable

For many utilities, it doesn't matter whether they consider themselves the dog, the hat or the race car: The monopoly game will soon be over.As they accept

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

Ritchie Fliegler didn't start out playing guitar. His first instrument as a kid was violin. But somewhere along the way he picked up guitar, the same

Have fun and build your own Sabaru online," invites the copy at the car company's Web site, www.subaru.com. Car shoppers can select color schemes inside

FLINT, MI - Never mind angels on the head of a pin. How many basketballs can you jam into a new 1998 Supercharged Buick Regal GS? That's the big question

Whether it was due to clients' insatiable desire for measurable results, a new urge to drive brand image with premiums and contests, or simply a thriving