The Federation of European Direct Marketing, at its annual forum, yesterday released a set of principles on the use of the telephone as a marketing medium

THE GAS STATION would be an obvious symbol to use if you are a gas company marketing to consumers. But how does a giant oil firm make an impression on

Traffic to marketers in America means the number of shoppers in a retail outlet. But over the past several months, traffic has taken on a whole new meaning

There are three kinds of customers: new ones, loyal ones, and prospective ones. Coupons - especially the ones housed in colorful free-standing inserts

It seems that every agency pats itself on the back for promoting an environment in which creativity can flourish, as though simply saying it will seduce

Everything old is new again at Impact. Sort of. At the beginning of the year, Chicago-based Foote, Cone & Belding reorganized its promo agency - again.

OCCASIONALLY THERE ARE articles in the trade and academic press about the relative merits of neural networks, logistic regression and what I'll refer

THE DIRECT MARKETING and publishing industries are scrambling to influence a bill that could levy hefty fines and tough disclosure requirements for sweepstakes

Three weeks after a Senate investigations subcommittee hearing on the Deceptive Mail Prevention and Enforcement Act, which would impose national standards

The direct marketing and publishing industries are scrambling to influence a bill that could levy hefty fines and tough disclosure requirements for sweepstakes