Target Marketing articles from June 1997

Target Marketing archives from June 1997

Marketing abroad: play by their rules.(Cover Story)
June 1, 1997... A trip to Hong Kong reinforces an important lesson: In the international marketing game, you have to follow the rules of the countries you target In 1989, I was invited to be a speaker at the First Annual Asian Direct Marketing Symposium in...

Targeting the new Europe. (direct marketing in Europe)(Cover Story)
June 1, 1997... WITH THE UNIFICATION AND DEREGULATION OF THE EU, THERE'S MORE OPPORTUNITY FOR U.S. MARKETERS With the globalization of the worldwide economy, the unification and deregulation of the EU and the pressure of competition, it's time for direct...

Building your list. (building prospect lists for direct marketing overseas)(Cover Story)
June 1, 1997... OFF-THE-PAGE ADVERTISING HELPS MARKETERS GATHER LEADS - AND REACH MORE PROSPECTS When entering a new market, companies that want to succeed need to proceed thoughtfully. Every country boasts its own idiosyncrasies which makes it impossible to...

Scoring big in small markets. (marketing)(Cover Story)
June 1, 1997... CATALOGERS LOOKING TO PROFIT OVERSEAS SHOULD CONSIDER TESTING EMERGING MARKETS IN CLUSTERS The saturation of the domestic market has pressed numerous U.S. catalogers into overseas markets. While many marketers continue to reap rewards from the...

Buried leads revisited. (restructuring fundraising direct mail letters)
June 1, 1997... CONTROL FOR THREE-PLUS YEARS, THIS AMNESTY INTERNATIONAL MAILING IS THE NEWEST AXEL ANDERSSON AWARD WINNER Editor's Note: Malcolm Decker, one of America's premier copywriters, sent in a fascinating critique of an Amnesty International letter...

Guess the winner. (testing direct mailing)
June 1, 1997... IN THIS ACTUAL DIRECT MAIL TEST, A PREMIUM WAS TESTED AGAINST NO GIFT. WHICH MAILING WAS MORE PROFITABLE? Are the best things in life really free? That's a question usually left for philosophers and song writers to ponder. But when it comes to...

Just a phone call away? (telemarketing)
June 1, 1997... HOW TO TURN A SUSPECT INTO A GOOD BUSINESS LEAD Believe it or not, "your competitors are in front of your prospects and clients all the time," says Neida Joseph-Abel of TeleSpectrum Worldwide. As a business-to-business marketer you should...

Designed with printing in mind. (commercial catalog production)
June 1, 1997... Consulting your printer early in the process can help avoid costly mistakes on press Partnering with your printer in the design and production process - way before you're set to go to press - is a smart business move. Why? Involving your...

A leveled playing field. (use of personal computers over mainframe computers)
June 1, 1997... MOVE OVER MAINFRAMES; TECHNOLOGY HAS KICKED PCS UP A NOTCH Editor's Note: We realize there is more than one side to every story. So, in the spirit of lively debate, both the author of this piece, Jerry McDonald, and Target Marketing welcome any...