When Saab of Great Britain decided to go after mid-size sports wagon drivers in the U.K., the carmaker had to figure out how to capture their attention with limited …
BY: ANNE STUART
Mark-Hans Richer sums up Pontiac’s current marketing strategy in two words: “product fusion.” That’s the approach that the Pontiac marketing director has taken in reintroducing the 80-year- old brand to a new generation of potential buyers through a diverse foray into a branded entertainment. “It’s part of …
Online banner ads can often seem like one of the great contradictions in direct marketing: Few people actually bother to click through them — but companies keep buying them anyway because they’re cheap.
But Chris Saridakis, CEO …
BY: LINDA FORMICHELLI
Well, then. What about direct? Given the way that consumer empowerment and digital technologies are changing the world of marketing, how will direct evolve so that it plays as vital a role in the future of marketing as it does right now?
In the broadest sense, direct marketing …
BY: MEG MITCHELL MOORE
Back in the Dark Ages of the online world — a decade ago, give or take — online companies had a hunch they were onto something big. Internet marketers foresaw a time when the old bastions of …
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 …
