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BY: PATRICK O’CONNELL
A colleague of mine works with a marketing message that targets a large audience. He has a huge budget, almost all of which is poured blindly into one medium — television. With ridiculous production costs and the high-profile (think C suite) approval process, he’s become a …
BY: TANYA IRWIN
Direct mail isn’t what it used to be. And Greg Johnson couldn’t be happier. Johnson, executive vice president and director of Arnold One in Boston, has more than 20 years of integrated-marketing experience.
In recent years, Johnson says, direct mail …
BY: SAMAR FARAH
Ideally, loyalty programs should be like valentines from brands to consumers — ways to single out and retain the objects of their affection. When programs work, the company is rewarded …
By: George Tannenbaum
I’ve always hated the term “junk mail.” As direct marketers, somewhere along the way we got a bad rap. No one ever refers to television commercials as “junk TV” or newspaper ads as “junk newsprint.” How is that …
BY: AARON DALTON
It’s no secret that many newspapers today face crippling challenges as the Internet siphons away daily readers. One daily newspaper in Texas, the El Paso Times, has responded to this challenge by developing specialty publications for targeted audiences.
In El Paso, …
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