Q&As

Nestlé USA has signed its Baby Ruth candy brand to sponsor Major League Baseball.

McDonald’s has mapped out a summer of premium treasure tied to Disney’s Pirates of the Caribbean: Dead Man’s Chest, with Happy Meal toys inspired by the film.

THE BALTIMORE AREA CONVENTION AND VISITORS ASSOCIATION: is touring three mid-Atlantic markets to…XM SATELLITE RADIO: has realigned its marketing operations with…CRACKER BARREL: parent company CBRL Group announced the…

Jeans brand Mudd is rolling out a new back-to-school campaign that uses a backdrop of real-life girls and their charitable causes to target other teens.

After shifting its focus from loyalty points to cash for education, Betty Crocker is ringing up millions to help schools across the country.

Hoping to attract moviegoers to its 2007 Dodge Caliber, Chrysler’s Dodge brand is heading to 20 movie theaters where it will break 60-second spots on the big screen complimented by a host of promotions.

Short of the occasional paper cut, one would be hard-pressed to cite a serious physical injury caused by direct marketing. But thanks to an agreement between Reuters and Nasdaq, it’s only a matter of time before New York City records its first brand advertisement-related fatality.

These two organizations own buildings on opposite corners of Times Square. Each building hosts an enormous electronic billboard on its face. Together these signs encompass 17,000 square feet, and Reuters and Nasdaq are selling advertising space on ’em in a joint package.

Marketing ROI spoke with Craig Wood, CEO of The Clarity Group, Inc. (http://www.claritygroupinc), a consultancy that uses consumer data and analytics to provide insight into the faith-based and non-profit community, about the use of metrics and measurement in religious marketing.

Online catalogs are playing an increasingly important role in the multichannel revenue mix. In 2002, they made up 14% of overall sales. Last year, this more than doubled to 30%.

After years of fending off consumer anger over its rebate programs, OfficeMax, one of the nation’s largest office-supply distributors, has eliminated the majority of its mail-in rebate programs. OfficeMax is not the only retailer to eliminate the incentives and others are pondering exiting the programs as well.