Direct Marketing articles from August 1996

Direct Marketing archives from August 1996

Repeal of NY tax on promotional materials a victory for marketers. (includes related articles)(Direct Intelligence)
August 1, 1996... New York State Governor George Pataki signed into law last month an omnibus budget bill that includes a repeal of the state's sales of use tax on promotional materials and related services. The law will also curtail the taxation of direct mail...

Weekend in Florence Web site: is it better than the real thing? (purchase of Italian products through the World Wide Web)(Cover Story)
August 1, 1996... Thanks to the Internet, the Global Villager in search of authentic Florentine products will find them more easily at the "Weekend a Firenze (Weekend In Florence)" Web site than in Florence itself. In this series of articles we look at the way...

Database maintenance planning: the foundation of database marketing. (part one)
August 1, 1996... Somewhere in all the modeling, planning and consulting, the actual delivery of the direct marketing mail piece has been taken for granted. Customer databases are constantly changing. Customers' purchasing behavior changes several times...

Catalog sales projected to reach $74.6 billion by year end. (1996)
August 1, 1996... Catalogers today are hungry for information on how to become profitable online. Catalog sales will increase to $74.6 billion dollars in 1996 according to a recently released study entitled Economic Impact: U.S. Direct Marketing Today. The...

Tender Heart Catalog's treasured customers lead this cataloger to success.
August 1, 1996... President and CEO Pamela Watanabe-Gerdes knows that fresh products, provided on a continuous basis, is the only way to keep customers buying. Catalogers today are being faced with many changes including postal reform, fluctuating paper prices...

Unusual mailings produce substantial and desired responses.
August 1, 1996... What do three and a half pounds of peanuts, a bright red wall thermometer, a "pest protection kit," a set of chopsticks and a miniature globe yo-yo have in common? They are among items companies have used in direct mail campaigns to entice...

Consumer education: the right choice for direct response?
August 1, 1996... Information Empowers Your Customers To Make Their Own Decisions...In Your Favor Despite conventional thinking, consumer education isn't just good public relations. It's a marketing function that, when employed effectively, can be used to help...

Cellular Linking brings direct response marketing to a new level.
August 1, 1996... Boston Market, Chrysler Corporation and Old Kent Bank all use radio commercial tags, outdoor billboards and transit signs to communicate with the cellular user. In an era of dual-income families and increasingly busy schedules, we as consumers...

Mexico: direct mail marketing across our border.
August 1, 1996... Get Ready! To get a feel for the Mexican market, let's examine some statistics first. Mexico has a population of 92.2 million people. They speak Spanish and Mestizo. The majority of the population is Roman Catholic, 6% is Protestant, and 5%...

You say you want me to respond? Tell me what you want me to do.
August 1, 1996... Don't just tell me you can "Solve my toughest marketing problems." Tell me what they are. And if I agree - which I'll do if you're a salesperson - you might make a sale. Two venerable rules hold true today more than ever: 1. Specifics...

Seven ways to improve your direct response advertising.
August 1, 1996... Words: The Power Within We've all seen examples of how words can transcend a simple product into a spectacular, interesting, got-to-have-it product. A marketer who does this quite well is The J. Peterman Company, a well-known Kentucky...

Postal reform: tow the line or pay the price.
August 1, 1996... The July implementation of classification reform created quite a storm. Now that the dust has started to settle what are the effects of this massive change? Well, the short term results are probably apparent to each individual direct marketer if...

Right of publicity in a person's name/persona?
August 1, 1996... The much publicized non issue of Mr. Avarhami should not deter marketers from continuing to carefully monitor their promotional pieces to avoid a right of publicity action. The right of publicity can be traced back to the 19th Century's, The...