Q&As

With the new rate case that takes effect next May, mailers will have many new rules and regulations to look forward to, many of which are expected to set precedents for future of rate cases.

Direct marketers must send relevant messages, be responsible, and respect the wishes of customers, donors and prospects, or they will risk becoming irrelevant themselves, said DMA president and CEO John Greco during his welcoming keynote address yesterday.

List brokerage Adrea Rubin is launching a media buying company aiming to draw attention to services it already offers, but that some clients may not know about.

Whether trains, planes or cola, Richard Branson is bent on putting his brand on any industry he deems as needing a well-run enterprise. And after 37 years of diverse endeavors his brand, Virgin (or, formally, the Virgin Group of Companies) has been stretched without breaking.

As marketers have an increased need to be accountable and make their advertising dollars go further, the brand/direct connection is becoming more important, said Karen Ebben, director of CRM modeling and program evaluation, General Motors.

(Direct) Ten years ago, Frederick Reichheld’s “The Loyalty Effect” demonstrated to the world that a five-percentage-point decrease in customer defections could improve per-customer profit anywhere from 25% to 85%

Polaris CEO Tom Tiller is challenging his competitors to a duel in a promotion that touts Polaris’ all-terrain vehicles as the toughest ATVs on the market.

Sprint is giving fans of the CBS show The Amazing Race a chance to experience the global journey with contestants through an interactive promotion that puts viewers behind the scenes of the show through their cell phones.

Miller Brewing Co. is out with a chocolate lager, adding another layer of flavors to the $9 billion beer industry as it attempts to stave off a consumer shift towards spirits like vodka and rum.

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.