It All Adds Up
Yes, most database marketers still rely on revenue and income to determine return on investment. But a growing number are measuring brand equity, especially those that sell to businesses, according to Direct's 2007 database marketing practices survey...
The Latest Scoop
Talk about your dual personalities. Ben & Jerry's is a super-premium-quality product with an offbeat, fun, irreverent brand. The two concepts don't always...
Tuff Luck
Those in direct marketing know Frenzy by another name, Tom McCulloh, senior account manager with healthcare database firm SK&A Information Services. But aficionados of late '70s/early '80s punk know him as the lead singer of the band Tuff Darts....
Great Product, Great Site. Who Knew?
So what's going on in this Dansko ad? Not much. Apparently just advertising for the sake of advertising. You undoubtedly know Dansko for their famously comfortable shoes. The ad assumes that you do know, and merely wants to provide an intriguing artistic reminder. ...
East Side, West Side, Online
Earlier this year, NY Skyride was looking for a way to convey its high-tech pizzazz to Web visitors. It had to be snazzy and engaging: Competition for the Big Apple tourist dollar is tight, and NY Skyride, a 12-minute Imax tour of the city's landmarks housed on the second floor of the Empire State Building, faced a unique challenge....
A Brand-Boosting Bid
An ongoing DRTV initiative has helped auction site uBid drive new user registrations at a cost per visitor comparable to online media like paid search....
Get 'Em Talking
Everyone knows what word-of-mouth marketing is, but do they know how to make it work for their organization? The mission of Beyond Buzz: The Next Generation...
Beyond Page Views
Monitoring a Web site used to be a fairly straightforward proposition. Leading indicators like traffic, page views and sales gave a pretty good idea of how things were going. A more sophisticated check might involve observing how many visitors came through search results or affiliates rather than navigating directly to your page....
Listline
NEW LISTS Wild at Work Human resources and benefits directors who registered at Wildatwork.com are on postal and e-mail lists with 25,236 and 7,982 entries,...
Skirting the Issue
Craig Cochrane knew he wanted to break into electronic retailing. Armed with an MBA from the University of Southern California and several years in network and digital television production, he just needed the right concept....
Some Do.com, Some Don't.com
A new survey by the Pew Internet & American Life Project shows that while 31% of American adults get lots of productivity and satisfaction out of using Internet-connected technology, 20% use such devices grudgingly — and almost half could care less...
Of Monkeys and Men
In early May, researchers from the Yerkes National Primate Research Center found a possible correlation between human speech and the gestures of chimpanzees....
Letters to the Editor
I love Tom Collins' makeovers. Some may think he's “old school” because he always [stresses] the importance of good copy. This industry, and especially those in advertising, need people like him to constantly remind them what they should be focusing on. Yet for the most part, print ads seem to ignore that wisdom....
Soft Cell
Analysts keep saying that in the United States there are eight cell phones to every PC. But so far, the mobile sphere is rife with unrealized potential. Mobile marketing is confined largely to messages advertisers are pretty sure young users will be glad to opt into, such as video clips from upcoming movies. And m-commerce is still restricted, for the most part, to content subscriptions and digital downloads of ringtones and wallpapers....
A Day of Giving
Miss those all-nighters you pulled in college? Looking for a way to give something back? Participate in this year'sCreateAthon. The event founded by Cathy...
Journalists Strut Anti-DM Bias
The most blatant recent example of the rampant media bias against direct marketing surely was the lopsided coverage given to the more than two-year-long...
Inside Information
Boardroom Inc. has based entire marketing campaigns on asking questions like, “What food should one never eat on an airline when offered?” (The answer: scrambled eggs.) But now it's directing queries at itself....
Tooth Serum
Even though the camera wasn't so candid, television still gave GoSmile a reason to grin. The launch of a successful long-form DRTV campaign 12 months ago helped the tooth-whitening company start a growing continuity program, says Chris Valletta, senior director for business development at New York-based GoSmile Inc....
Join? Yes. Stick? Well
Is your wallet stuffed with loyalty cards? If so, you're not alone. Americans now hold 1.3 billion loyalty program memberships, up from 973 million in...
Learning to Type
Ever wonder who invented direct mail? Remington Typewriter Co. claimed that it was the originator of the advertising circular letter, and that this happened...
Making the Right Turns
Prominent attorney James Humes once observed that “the art of communication is the language of leadership.” In other words, skilled communicators must convey their personal warmth, knowledge and can-do spirit to guide and inspire others....
All for One
A business-to-business client recently wanted to run an integrated campaign with one clear goal: Get 500 qualified leads. Not 500 responses, mind you,...
Art Wins Over Copy Again
I did a makeover of an IBM ad some four years ago in this space. That one featured an out-of-focus photo of a reindeer and a headline in white letters, “Finnair Sees It” (The Makeover Maven, Oct. 15, 2003)....
Controversy Erupts: The Life of Joe Fitz
The advertising business lost one of its great legends May 7 when Joe Fitz-Morris, founding editor of DM News and Advertising News of New York, died at age 89....
Dig These Results
Sure, a construction contractor could test-drive a new tractor at its job site. But doesn't using the machine to build your own dirt track and then race dune buggies on it sound like a lot more fun? Caterpillar thought so, and its customers agreed, judging by the 18% response to a mailing promoting a sweepstakes to win the racing experience....
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