Direct Marketing articles from May 1999

Direct Marketing archives from May 1999

The emergence of DRTV into traditional brand marketing.(Direct Response Television)
May 1, 1999... Expanding the horizons of DRTV into consumer brand marketing? How can that happen when direct marketers and consumer brand managers don't understand each other? Let's start with the core issue. Direct marketing agencies (and other direct...

To Web or not to Web? Is not the question, but rather: when and how to Web?(catalog retailers and the Internet)
May 1, 1999... Is not the question, but rather: When and How to Web? This article is for catalogers who are either hanging back, ready to take off for the previously unexplored, or have a limited presence on the Internet. In all three scenarios, there are...

What is fair use?(Legal Outlook)(understanding the Fair Use Doctrine)(Column)
May 1, 1999... This topic has been discussed in the publishing press a lot lately. It is an issue in flux, but an issue everyone involved in marketing has to be cognizant of - especially with morphing, downloading, chat rooms, et al all employing this defense...

Focus, focus, focus: the three secrets for DRTV success.(Direct Response Television)
May 1, 1999... Before you write a single word or shoot a second of video of a direct response TV ad, decide what you want viewers to do and focus the entire spot to provoke that action. People are funny. Virtually every home in America has one or...

Whatever happened to relationship marketing? Nine big mistakes.(Marketing Strategies)
May 1, 1999... The truth is that the term "relationship marketing" is misleading, because the underlying metaphor of the term is not appropriate to the situations that marketers address. Looking at my mailbox, thinking about the companies I do business...

Permission Marketing: the way to make advertising work again.(Interactive Marketing)(excerpt from 'Permission Marketing: Turning Strangers into Friends and Friends into Customers')
May 1, 1999... Consumers are now willing to pay handsomely to save time, while marketers are eager to pay bundles to get attention. From his new book Permission Marketing, to be released this month by Simon & Schuster, Seth Godin, vice president, direct...

Cataloging for entrepreneurs: little-known tools for getting better reports and making more profitable decisions.(Catalog Marketing)
May 1, 1999... Of the ten to eleven thousand catalogs in the U.S., an estimated 90 percent are run by entrepreneurs. These articles explore cataloging from their unique standpoint...this month, how to take control of your data. If you're like most...

"Next step" marketing.(Direct Mail)
May 1, 1999... What do your prospects have to do before they can become your customers? Here are a few tips to make sure you don't miss any important steps. A few years ago, I was visiting a small software company, and I made a fatal mistake. The...

Should you sell or compete?(panel discussion on the factors influencing the buying decision during mergers and acquisitions)(part 2)(Panel Discussion)
May 1, 1999... Part Two of a Two-Part Series Last month our roundtable participants discussed the effect of mergers and acquisitions on direct marketing services and what issues influence an owner to sell. This month the panel discusses what factors...

Four direct response ad features revealed.(Copy Talk)(newspaper advertising)
May 1, 1999... Do you know where I ALWAYS find superior direct response ads? In my Sunday newspaper. Yup. It never fails. Each week one of the popular weekend newspaper supplements, Parade or USA Weekend, includes an ad or two that follows all the...

Don't just transact - how to relate on the Web.(Interactive Marketing)(interview with MyPoints.com chairman and CEO Steve Markowitz and Wunderman Cato Johnson founder and new member of MyPoints.com board of directors Lester Wunderman)(Interview)
May 1, 1999... The Web is not a medium it's a marketplace. To be successful, marketers must move from being transactional to relational. MyPoints.com (formerly known as Intellipost Corporation) is a leader in online direct marketing and loyalty rewards...

National Nanny of the Millennium.(Sweepstakes Marketing)(Honesty in Sweepstakes Act of 1999)
May 1, 1999... There is a proposal sitting in Congress that, if passed, would put heavy restrictions on sweepstakes promotions. The authors present their argument against passage of the Honesty in Sweepstakes Act of 1999. The National Nanny, a hobgoblin...