Target Marketing articles from October 1996

Target Marketing archives from October 1996

Shark attack! Feasting on tragedy. (making money out of tragedies)(Editorial)
October 1, 1996... When a jet plane goes down, you expect ambulance chasers (aka lawyers) to jump in with both feet. What you don't expect is a fax from the TWA hub in St. Louis headlined: "Assistance Fund Established to Benefit the Families of TWA Flight #800"...

What are you worth? (direct marketing industry salaries)(Cover Story)
October 1, 1996... Wages and benefits paid to U.S. workers rose just 2.9 percent last year--the smallest advance in 14 years, according to an April 1996 report in The Wall Street JournaL Looking strictly at the white-collar workforce, these salaried, nonunion...

Keeping it fresh: the latest trends in online services & the Internet. (includes related article on World Wide Web sites)(Special Report: Technology)
October 1, 1996... So, you've got your Web site up and running--just like hundreds of thousands of other companies. Now what do you do? Approximately 3,000 Web sites are developed every month. Every major long distance telephone company in addition to...

Catalog breakthroughs. (latest advances in printing, binding and mailing)(Special Report: Technology)
October 1, 1996... The name of the game for catalogers in the next few years is mailing more efficiently. Just look at these factors impacting every business, consumer, retail and even not-for-profit cataloger: * Higher postage costs. * Greater postal...

Telemarketing automation. (includes related article on voice response technology)(Special Report: Technology)
October 1, 1996... In direct mail, if consumers don't like what they see, they'll toss everything into a garbage pail. Similarly, if someone doesn't like what they hear on the phone, they'll hang up. "The demand from the marketplace for faster, more...

Predicting future results. (17 marketing measurements)
October 1, 1996... Conducting an analysis of your most recent direct marketing program may be the most productive task you should undertake today. Knowing what has happened in past marketing programs is typically the best predictor of what results you will...

Joe Montana marketing. (database marketing)
October 1, 1996... For years, Madison Avenue was besotted with the idea of reaching the 76 million post-World War II baby boomers; they were always known as the the magic 18-to-34 market. As of January 1, 1996, the first baby boomer turned 50, and another one...

Our town: Fergus Falls. (Minnesota; TELNET Systems Inc.)
October 1, 1996... Author's Note: The practice of locating telemarketing service centers in small towns rather than in metropolitan areas is a fairly recent phenomenon. Eleven years ago we were one of the first to do it, and we have since opened two more in rural...

Access Europe. (direct marketing industry)(includes related articles on Shannon Free Zone)
October 1, 1996... When comparing business centers of excellence in Europe, the Shannon Free Zone, Ireland, is the first choice location of many international companies. Shannon's premier position is reflected in the growing numbers of U.S.-owned international...

Developing a marketing budget. (budgeting methods)
October 1, 1996... Author's Note: Having entered the marketing world through a side door, I've become accustomed to silly answers to my "logical" questions. My training as an engineer prepared me for a finite and measurable approach to making products. Why should...

The case for increasing your mailing cost. (direct marketing)
October 1, 1996... If there is one, and only one, major mistake most mailers make in planning a direct mail campaign, it's deciding what their mailing cost should be BEFORE doing their homework. (This is my favorite "litmus test" for sizing up potential clients!...

Penetrating new markets. (how Reader's Digest Association Inc. penetrated Eastern and Central Europe)
October 1, 1996... The collapse of the iron curtain has opened a window of opportunity for direct marketers in Central and Eastern Europe. The 12 republics of the former Soviet Union, Poland, The Czech Republic, Romania, Hungary, Slovakia and Poland contain a...

Speedy delivery overseas. (international direct marketing ventures)
October 1, 1996... If there is one element that thwarts more prospective international direct marketing ventures than any other, it is the conundrum of international fulfillment: * Is it possible for international direct marketers to meet excellent delivery...

Who's charging what! (directory of freelance writers and designers)
October 1, 1996... Until 1984 when the first issue of Who's Mailing What! (sister newsletter to Target Marketing) was published, the coterie of men and women who write and design direct response advertising was secret. Within the direct marketing...

Targeting small-gift donors. (direct marketing)
October 1, 1996... At a time when competition for the charitable dollar is more intense at every level, many seasoned fund raisers are taking a second look at the huge, lucrative universe of small gift donors--and the premiums which trigger their response. The...

Fund raising meetss cyberspace. (Nature Conservancy's World Wide Web site)
October 1, 1996... Click your mouse and hear the mating call of the booming prairie chicken, traipse through the Amazon or explore the Peruvian treetops. Armed with a collage of sights and sounds, The Nature Conservancy has jumped on the Web in search of new...