BY: Larry Kimmel
A crisis exists. It’s in advertising. Consumers are rejecting intrusive commercial messages en masse. Seventy-two percent of PVR owners skip through commercials. Sixty-four million Americans signed up for the Do-Not-Call list. CAN-SPAM is the law of the …
It seems that for as long as companies have used the mail stream to get their products and services in front of consumers, so detractors have attacked the resulting communication as ‘junk mail.’
Now, it’s neither the purpose nor style of this magazine to engage in subjective bickering, so let’s …
BY: Erin Taylor, Director, Direct Marketing
“For ALLTEL, direct marketing means being relevant. It means delivering value to customers — as they perceive value. It’s the difference between providing a ‘service’ that has real value and simply ‘selling’ a product; between opening a dialogue or ending a conversation for good. …
By: Patrick O’Connell
This is always an odd part of the year for me, being a corporate advertising guy. It is the time of year when we see some detailed presentations, do some thinking and planning, and commit huge amounts of money. All eyes are on the commotion in New York …
BY: ERNAN ROMAN
Never before has the gap between consumers and marketers been so great. What’s needed is a new way of conducting business. One that recognizes that consumers hold the power in this relationship and the only choice is to work with them, not try to maneuver around them.
The …
Remember that old saw about the marketing director who noted that half his advertising was working: “I just don’t know which half”?
Well, welcome to the new, new world of marketing. Today’s corporate leaders are fixated on the bottom line and increasingly fond of asking themselves (and their marketing teams) …
