Q&As

“Above the fold” in e-mail refers to what generally appears in a standard preview pane, such as in Microsoft Outlook or AOL. For readers who use this feature, the elements appearing here will primarily determine whether or not the e-mail gets opened.

There’s probably a strong correlation between couch potatoes and avid movie watchers, which is why Blockbuster Inc. faces a unique challenge: Getting those film buffs off their sofas and into a local outlet.

What’s the best way to get your point across? Definition 6, a marketing services firm, thinks it’s through its e-mail newsletter called definingINSIGHTS.

Don’t believe all those horror stories about e-mail not being delivered. ISPs and ESPs are doing a better job of getting opt-in e-mail into inboxes than they were three months ago—with two notable exceptions.

Campbell Soup Co. is weaving a real-life promotional program into the plot of a TV show for the second time.

CHIEF MARKETER: How do you feel about Bluefly’s current “Why Women Shop” campaign, and how they went about doing researching female shoppers? Warner: I’m impressed with Bluefly’s research methods, but less so with the ad campaign. First let’s talk about …

CHIEF MARKETER: When researching this book, were there any “aha!” revelations by marketers that really seemed to be a simple solution? Warner: The Home Depot’s emphasis on “gender inclusivity” struck me as a very smart solution to a tough question for …

The Power of the Purse (© 2006, Prentice Hall) takes a behind-the-scenes look at how today’s smartest marketers are discovering the immense power of women consumers and using it to achieve breakthrough campaign results. CHIEF MARKETER web editor Tim Parry discussed the book, as well as some of today’s marketing trends and myths, with author Fara Warner.

Brand managers and marketing leaders have to first find a great consumer insight and then create a great concept with a great positioning from the insight.

Last week, marketers narrowly dodged a legislative bullet when HR 1606 was defeated. Had it passed, holiday season e-mails and other online efforts would have been rendered significantly less effective. I