Q&As

OfficeMax is touting its TUL private-label pen brand with tongue-in-cheek handwriting analysis online.

The National Basketball Association (NBA) has scored marketing partnerships with Microsoft, The Coca-Cola Co., Adidas, KFC, Toyota and others to activate promotions as part of the league’s European exhibition games.

I’M Wines of Napa Valley has hidden four symbols of a diamond on the corks of its vintages in an effort to build sales and brand exposure.

In the final installment, we turn our attention to the importance of deploying your dashboard in a way that will promote not just usage, but real interactive engagement that leads to learning.

Used to be that getting lift on your creative tests, great response rates, or a positive return on investment (ROI) on a specific campaign was good enough for marketing to declare success. Unfortunately, that isn’t cutting it these days because of the increasing scrutiny being placed on marketing organizations as a whole. The chief marketing officer (CMO) and senior marketing executives are under constant pressure to prove their impact on overall business.

FootSmart, a direct retailer of foot and lower-body healthcare products through both catalogs and the Web, found itself in a bind managing its cross-selling opportunities on the product pages of its Website. The company sells more than 1,000 products for comfort, health and pain relief, from shoes and hosiery to back supports and bunion protection.

Marketing best-practice dictates using options that best meet our financial objectives. Since money is scarce and everything costs money; return on investment rules supreme as the great leveler. While marketing has more options than the financial market has mutual funds (there are some 55,000 worldwide) finding the right target group is just as important. That’s why it’s critical to use a customer’s total spending as one means of deciding where to focus.

The Federal Trade Commission rejected a proposal which would have allowed telemarketers that have established business relationships (EBRs) with consumers to use prerecorded messages. Separately, the FTC requested feedback regarding an amendment to the Telemarketing Sales Rule. The change would reconfigure how call abandonment rates are calculated.

Cenveo Inc. made a late-Tuesday offer of $50 per share for all of the stock of printer Banta Corp. The offer came after Banta rejected an unsolicited bid from Cenveo, under which Cenveo would acquire Banta for $47 per share, early Tuesday morning.

Free tunes are the incentive Moet Hennessy is adding to a new digital music promotion that targets both English- and Spanish-speaking consumers.