Direct Marketing articles from December 1996

Direct Marketing archives from December 1996

The digital world is coming faster than you think.(Publisher's Viewpoint)
December 1, 1996... The media landscape is quickly changing. The transformation is happening all around us. Digitization is here to stay and all media will embrace it whether they like it or not. I've written on this subject before and have followed the...

Direct intelligence: America OnLine warns subscribers about modem tax. (America OnLine Inc.)
December 1, 1996... LOWE & PARTNERS LAW-SUIT AGAINST FORMER EMPLOYEES OF LOWE DIRECT SETTLED Lowe & Partners/SMS announced that the lawsuit filed recently by its Lowe & Partners unit, doing business as Lowe Direct, against former employees of Lowe Direct who...

Lessons from life: that voodoo that you do (or, the "technique trap" and how to avoid it). (direct marketing creative)
December 1, 1996... Direct marketing creative, more than any other type of advertising or marketing communication, relies heavily on "proven" techniques. The book tumbled off the shelf, striking me on the head with a flat, dry crack. It was an abridged version...

FoxPavlika & Partners brings Cunard's consumer ad campaign directly to trade.
December 1, 1996... This Cunard advertising campaign highlights new lead referral program and trade sweepstakes to broaden its audience. The challenge: Cunard Line Ltd. wanted to go directly to travel counselors with examples of its unique, attention-grabbing new...

Answering some common data warehousing questions.
December 1, 1996... A data warehouse can be fully customized for each organization and every individual benefiting from the data warehouse. As technology transforms how they make decisions, companies are racing to make sure they are getting the fastest, most...

The Complete Guide to Profitable Direct Marketing Response.
December 1, 1996... The book is a mine of information that reflects the author's vast and diverse experience in the strategy and tactics of direct marketing over many years. The felicitous style of writing illuminates the case-study method of analysis that permeates...

Database maintenance planning: scheduling, updates & results. (part 4)
December 1, 1996... Successful DMP implementation is largely dependent upon continuous communication flow within the organization and planning between it and the database maintenance vendors. This article is part four of a series on database maintenance planning....

Interactive books enter the education zone.
December 1, 1996... Book publisher Simon & Schuster's interactive computer books promise to turn book-buyers into online scholars. In this series of articles we look at the way new technologies are overcoming practical database and direct marketing problems while...

Marketing in Motion: an "out of the mailbox" approach to direct marketing.
December 1, 1996... The search for innovative and non-traditional marketing techniques led to the creation of "Marketing in Motion" to provide marketers with unique, turn-key promotions that attract consumer attention, induce trial, and establish or extend brand...

Doing business on the Web: online retailing is not just for big business!
December 1, 1996... Software packages are available that allow retailers to create branded, feature-rich online storefronts, combined with sophisticated "back-office" management tools, with a minimum of time and effort. Over the past two years there has been a...

Smoke and fire: mail-order cigarettes?
December 1, 1996... Public outlets for cigarettes may well decrease in the U.S. over the next few years, perhaps creating a mail-order business with their databases serving as distribution channels. Cigarette peddlers are on the run in the U.S., and the recent...

The cost-effective way to grow a business - the art of informed intensity marketing.
December 1, 1996... Today, any business can do business anywhere. There are only two limiting factors: imagination and intensity. Even for a small retailer, the marketplace potential is now worldwide. What can a retailer with a 20-foot storefront in a small New...

Customers bank with interest; smooth campaign assimilates new customers.
December 1, 1996... How bank officials communicated the news of the merger, and what they said, could make the difference between a satisfied customer and a former customer. When a neighborhood bank is taken over by a larger, international entity, customer...

Do free-standing inserts pull? Yes, if.....
December 1, 1996... Valassis, News America, and for that matter individually-prepared freestanding inserts in newspapers are solid test media and often primary media. If we use them properly and don't overpay, they represent a reasonably fast and reasonably accurate...

When stamps are free - using e-mail and the Internet for direct response.
December 1, 1996... The oxymoron of traditional marketing has always been that your customers were, in fact, the property of another, usually the USPS. Today, e-mail and the Web have completely changed all that. Imagine, for a moment, a world in which stamps were...

Damark partners with Banta as sales continue to soar. (Damark International; Banta Corp.)
December 1, 1996... Damark places a premium on direct mail as the most effective marketing model with which to reach its target audience. Client profile-Based in Minneapolis, MN, Damark International is a general merchandise reseller, which sells directly to...

Early warning systems for direct marketers.
December 1, 1996... When it comes to advance testing, direct marketers have a big advantage over others. To conduct a test, all they truly need is the printed mailing. Four decades ago, construction crews ventured out into the empty, frozen tracts of the Arctic....

Whatever happened to "retail direct mail?"
December 1, 1996... Unscientific surveys tell us that less than ten percent of U.S. retailers do any form of direct marketing. When the European Direct Marketing Association (EDMA) held its annual meeting in Brussels this year, they set aside a special session...

Leveraging new technology to build brand loyalty.
December 1, 1996... Building brand loyalty is more important than ever but it's getting tougher to achieve in o marketplace characterized by brand proliferation, condensed development and product lifecycles, globalization and media fragmentation to the point of...

Micali makes his mark with a victory of symbolism and statute. (Direct Marketing Assn. Mark Micali)
December 1, 1996... Our industry has been well served over the years by DMA's adroit lobbying. During the Gitlitz era, no adverse law was enacted at the federal or state level. Most were defeated; some amended. It helps to have some of the best people in the U.S....

Editorial. (name change for the 'Journal of Direct Marketing')(Editorial)
December 1, 1996... Interactive marketing? Is the Direct Marketing Association getting ready to change its name? Has a trial balloon been lofted to check out member reaction? This member says: "If so, forget it. We've only begun to teach direct marketing." What's...