Direct Marketing articles from May 1998

Direct Marketing archives from May 1998

Annual computer software guide: targeting and reaching the right customers more effectively.
May 1, 1998... The Annual Computer Software Guide focuses on advances in programs for direct response advertisers. The Guide covers Business Management Systems, Desktop Publishing, Order Fulfillment, Interactive Programs, List/Database Management, Mail Order,...

Cataloging for entrepreneurs #5: "am I rich yet?"
May 1, 1998... Of the 10,000 to 11,000 catalogs in the U.S., an estimated 90 percent are run by entrepreneurs. These articles explore cataloging from their unique standpoint. This month we look at profitability. "How soon Call we earn a profit?" "How Call my...

"How do I get an idea?" (business ideas)
May 1, 1998... A new idea is nothing more nor less than a combination of old elements. Here are five steps to find ideas. "I want to do more business in my store. Do you have an idea that will work for me?" The telephone call was from a small retailer in...

20th John Caples International Awards 1997 winners.(Cover Story)
May 1, 1998... The 20th John Caples International Awards recently honored the best copywriters, art directors and creative directors in the world. Also honored were Joe Cupani, creative head of Wunderman Cato Johnson, the Irving Wunderman Award recipient, for...

Fear, loathing, and auto insurance. (automobile insurance direct mail)
May 1, 1998... Analyzing the strengths and weaknesses of auto insurance direct mail. Want to avoid conversations with strangers in airplanes? Tell them you sell insurance. They'll back away in a hurry, since insurance agents fall somewhere between used...

The Internet: the emerging premier direct marketing channel.
May 1, 1998... Identifying the factors that are driving on-line growth and determining your own marketing approach enables you to address the opportunities that are available online. During the last several years, many factors have come together with...

Direct branding. (brand-building in marketing)
May 1, 1998... Brand-building is more than just a "feel good" experience for consumers. It can be a tremendously powerful tool for marketers. Ogilvy & Mather call it "Brand Stewardship". Y&R has a proprietary Brand Asset[TM] Valuator. More and more...

Implementing great new ideas through the use of force-field analysis. (part 3)
May 1, 1998... The beauty of Force-Field Analysis is that it capitalizes on forces already present within the problem and it breaks the solution down into bite-sized "action steps," easy to chew and swallow. The Force-Field Analysis, developed by Kurt Lewin...

Utility deregulation: margin of error is small, margin of profit is thin.
May 1, 1998... Utility deregulation is making its way through selected markets or states. There is an excitement and challenge for the marketer of these utility services. But with this marketing challenge comes a new twist to old marketing questions....

The truth about big ideas in advertising. (generation of ideas for advertising)
May 1, 1998... Art directors tell me styles really never change. They say we just keep bringing back the classics - only changing them slightly to reflect our time. This certainly seems to be true. But, it doesn't appear to be isolated to the area of design....

From "what?" to "wow!" on the Web. (direct marketing Web sites)
May 1, 1998... It is obvious that some direct marketers have not been involved in the creation of many of the sites currently up. This month, let's look for "What?" to "Wow!" on the Web home pages. Has the World Wide Web changed the basics of direct response...