Q&As

Marketers spent an estimated $5.14 billion on promotional licenses in 1997, a 3 percent increase driven mostly by film tie-ins. At the same time, consumer

Moments before becoming the first man ever to go to the electric chair, William Kemmler complained about his press coverage. “I’m bad enough,” he said.

Dustin Hoffman gave us our first image of a man raising a child in “Kramer vs. Kramer.” But it was the image of Michael Keaton at home that gave the concept

There’s a reason we keep buying those little books with clever sayings. You can get a ton of wisdom in just a few sentences. But there is no reason to

Ziff-Davis-ZD Net ZD Net is a Web-based source for computing and Internet information. The file supplies the names of 600,000 subscribers to this service.Cost:

We must confess that Zorro was our first career choice. We could never understand why our parents were upset when we ran down the corridor to carve Zs

Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren’t. Each has its own special use in database

Marketers last year spent $13.1 billion on point-of-purchase displays, an increase of 5 percent above 1996.Some segments had growth rates that exceeded

There was a time not long ago when marketing decision makers regretted they didn’t have enough information.In the world of information, especially database

Rapp Collins Worldwide, with $1.615 billion in billings in 1997, leads the list of top 10 agencies, according to the Direct Marketing Association’s annual