Direct Marketing articles from November 1995

Direct Marketing archives from November 1995

DMA Dallas convention: WEFA study measures direct response ad. (Direct Marketing Assn.; WEFA Group)
November 1, 1995... Direct Marketing Association (DMA) took a giant step forward Din recognizing the universality of direct marketing last month with announcement of its WEFA Economic Impact Study at its 78th Annual Conference and Exhibition at the Dallas Convention...

Iams of Dayton builds loyalty database of loving pet owners. (Iams Co.)
November 1, 1995... You can't buy Iams dog and cat food in a supermarket or grocery store. It's too expensive for the average pet owner - perhaps twice as much as the mixes sold by the likes of Alpo, Purina, and others. "But it's really not expensive," says Richard...

Pier 1's classic direct mail strategy targets new movers.
November 1, 1995... Housewares retailer Pier 1 Imports knows its proprietary credit card customers spend about three times more than cardholders - an average of $400 per year. Growing the list of cardholders, then, becomes a necessity. But in these times of...

1995 Echo Awards: the frontrunners. (Cover Story)
November 1, 1995... this year 62 Echo Awards have been presented by the Direct Marketing Association in its annual international competition. The following pages highlight some of the exciting frontrunners among the award winners, leaders, and finalists. They have...

Cruisin' down the "hype-er space" road: how to write copy for the (gulp!) Internet.
November 1, 1995... (Part two of a series of five articles) Let's talk about home pages. For the uninitiated...and we don't have many of these innocents left in o trick-bags... the home page is the first page, the greeting page, the "Hello page on a web site....

Technology: terrific when it works, really awful when it doesn't.
November 1, 1995... Alert readers of this magazine may have noticed the absence of "In the Mail" from last month's issue. I'd like to say that it's because I took a brief sabbatical, spending my 50th birthday luxuriating in Bali. (In fact, I did spend my 50th...

Happy birthday, dear coupons ...
November 1, 1995... Only 30 years ago, in 1965, there were 350 manufacturers distributing 10 billion coupons. Today there are more than 3,000 manufacturers printing 310 billion. Time to take out the birthday cake (make sure it's big enough to hold 100 candles)....

Hopelessly devoted to you: loyalty is a powerful two-way street!
November 1, 1995... If there is little or no benefit to customers, then why should they be a company's customer? Customers also have to benefit from a company's database knowledge bank. As in any activity-marketing and sales included-there is a base of questions...

A serious nation validates itself in serious challenges. (privacy)
November 1, 1995... Every time I see the Harris poll being quoted (that indicates Americans consider privacy a serious issue[1]), I have to question how serious we are as a society. If this is truly a serious concern, then clearly this generation could not walk in...