Direct Marketing articles from November 1998

Direct Marketing archives from November 1998

Mass mail fraud targeted.
November 1, 1998... Federal and state officials announced new initiatives - including an unprecedented step to reach out to every household in America - to help law enforcers combat the mass mail fraud that's costing U.S. consumers millions of dollars a year. ...

Reader's Digest overhaul continues.(Reader's Digest Association)
November 1, 1998... On the heels of a global reorganization announced on July 27, new Reader's Digest Association CEO Thomas Ryder said that the company "will be smaller, but more profitable," as he put forth the second phase of his corporate overhaul. The first...

Targeting 50+: mining the wealth of an established generation.
November 1, 1998... Direct marketing's exciting new opportunities will follow the path of an aging America. The demographics, psychographics, and economics of today's 50+ market, particularly men and women now age 50-60, are for too powerful to ignore. By...

How to create a winning package.(direct mail package)
November 1, 1998... In a direct mail campaign, the product is generally not what you sell. What you sell are the benefits derived from the product. The secret of not losing your shirt in a direct mail campaign is to run a test. This is the beauty of direct...

How to create believability when you write.(writing a sales letter)(Column)
November 1, 1998... I have been fortunate. Many of the business professionals who approach me for help with their marketing efforts represent companies that hold strong positions in their industry. As a freelance copywriter, that's exactly what I'm looking for. I...

Marketing databases: so near and yet so far....(includes related article on the marketing database of information technology company FCS)
November 1, 1998... A database that provides an accurate view of your market is absolutely essential, not only to ensure that your sales function is provided with a continuous stream of quality sales leads, but also for effective marketing programs, planning and...

Five steps to international success.(marketing)
November 1, 1998... The movement beyond your domestic borders accounts for the complexity and diversity found in international direct marketing operations. Nevertheless, direct marketing concepts, processes, and principles all apply. The global economy is...

"Cigarettes are good for you! And - they're not addictive!".(cigarette maker Brown & Williamson's advertising practice)
November 1, 1998... Cigarette advertising seems to say everything - but the truth. Looking at cigarette advertising these days is like staring into the abyss. You get a vertiginous sense of queasy fascination. Tobacco hucksters seem to be whistling past the...

Technology and direct marketing leadership.
November 1, 1998... What's most different about direct marketing today compared to the early 1990s? In a word, technology. Information-processing, analysis and distribution are light years beyond what was possible only five years ago. New technology unlocks the...

Who is tomorrow's customer?
November 1, 1998... An article in the UK's Financial Times had this metaphor from Siegfried Sassoon, the British war poet: "Imagine the British transported from hell to heaven. Before long they would gather each evening in their celestial paradise to...

Anatomy of the interactive industry marketing leaders.
November 1, 1998... Every day, more and more companies are realizing the importance of doing business online. The Internet is becoming a critical channel for reaching customers and prospects. Internet audience growth continues unabated. Media Metrix, a New...

Photos as a marketing utility or: some issues to consider.(Column)
November 1, 1998... There is a familiar expression that tells us that one picture is worth a thousand words. If even half true, this saying can save a lot of copy or screen space. Photographs know no literary restrictions. They are often essential to a successful...

Ohhh! My brain hurts! How to avoid the curse of information overload.(Copy writing to make mark in communications clutter)
November 1, 1998... Okay, I admit it. I'm still a kid at heart. I like to explore, to wonder, to dream, and to play. On the shelf above my desk, I keep toys handy, like a vintage Etch-a-Sketch (eternally cool) and a model of the Starship Enterprise that lights...