TAKING IT TO THE BANK Nice story. Well told. And soooooo true (Loose Cannon, July). Banks are a rich source of stories like this I've just been through

Even if you don’t understand Spanish, you probably won’t have much difficulty picking up on recurring themes in the spots you see on Spanish-language TV.

Targeted marketing to customers will drive increased sales and profits, but most companies are overwhelmed by the idea of marketing one to one.

You go to the restaurant. You eat the food. You like the food. You tell your friends. You go back to the restaurant. And if they know your name when you return, well, cheers, right? Why then, do only seven of the top restaurant chains in the United States bother to have loyalty programs?

Marshall Field's shoppers may be losing their stores, but they won't lose their frequent-shopper perks.

Women's apparel marketer Cache Inc. plans to increase spending this fall on advertising and marketing to 4% of sales, up from 3%.

Are advertising planners who fail to include eggs right next to direct mail, DRTV and magazine space ads in their channel mixes doing their clients an injustice? Before answering, know that eggs have become the newest of new advertising media.

Kraft Foods is lending a handful of its brands to meal-assembly franchise chain Dinner by Design.

Direct and interactive marketers have long understood the power and value of testing. Most tests, however, have focused on incremental elements of a communication, such as subject lines or envelope greetings

If hard benefits represent the rational, tangible side of the value exchange in the eyes of your customers, then what about the benefits that appeal to the emotional, personal side of the relationship? Do soft benefits matter?