(Direct) Today more than ever, consumers and business prospects alike subscribe to the age-old direct marketing principle WIIFM: “What's in it for me?”

So you think you like candy? Have you eaten a piece every day of your life? Author Steve Almond has, and lived to write about it.

My three-and-a-half-year-old son Jacob is quite excited about Halloween, partially because he gets to dress up as a robot (Cyborg from "Teen Titans") but mostly because of the CANDY.

Think about the last few negative political ads you’ve seen and see how they use emotion to reach their prospects. I’ve noticed that direct mail is rarely used for negative campaigning.

When it comes to analytics, is there such a thing as too much information? Very much so, and here’s a nifty trick to find out if you’re going too far: “If you can’t remember all your metrics, you are probably measuring too many,” says Bruce Detweiler Breckbill, vice president of direct sales for Lehman’s, a…

Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management strategy. It advises on two key steps to begin this evolution. This article will elaborate on the first of those steps – how to determine the…

The nation's institutions--which include everything from schools to hospitals, city and county governments, libraries and religious institutions, represent a $4.1 trillion annual market, are largely resistant to recessions and very often are predictable steady buyers of products. But they're not as easy to reach as some might think , said Mary English, assistant director of…

Consumers will spend nearly $800 on average this holiday season, up 7% from last year—with nearly $100 more earmarked for purchases for themselves.

Product sampling is the most influential in-store marketing method when it comes to influencing consumer purchase decisions, and is a reliable option for marketers looking to increase ROI.

(Promo) It started like an urban myth. Someone discovered that if you drop a Mentos mint into a bottle of soda you produce a geyser that can shoot 20 or 30 feet into the air.