Within the compressed sales scenario of the telephone contact, words and phrasing often tend to carry more weight and have more of an impact than in print.

When Phyllis Segawa found out she had hepatitis C, her biggest fear was taking the prescribed medication. She was so frightened about the devastating

Going on vacation, huh?" asked a coworker. "Where to?""Cleveland," I replied, getting a quizzical look in return."Got family there?" he probed, looking

Long ago, in a marketing world that now seems very far away, everything was run from headquarters. The corporate brandmeisters, always dressed in business

Distributing samples door to door is the fastest way for a brand to engage a consumer."It can immediately produce spikes in your sales volume," says Ruth

Two kids hunched over a Monopoly board, a pair of elderly gents in the park with eyes fastened to chess pieces, a queue of office workers at a newsstand

Participation in grocery store frequent-shopper programs has grown to 66 percent of U.S. households, up from 55 percent in 1997 and 35 percent in 1996,

This month's cover story reports that sweepstakes are hotter than ever, up at least 15 percent, according to the fulfillment executives who mail out the

Australian agencies swept 11 of 12 Golds awarded in the 1999 Asia-Pacific World PRO of Excellence competition, but it was Korea's Cheil Communications

Starting with the wrong assumptions on the telephone is like rolling a boulder uphill. While it can be done, you've got a much better shot at success