November 2008 30 47 Issue of Direct Marketing News

November 2008 30 47 Issue of Direct Marketing News

Editorial

Motrin campaign shows need for informed targeting

When it comes to properly targeting your marketing mes­sage, understanding your audience — what it wants to know, how it wants to hear what it ...

Op-Ed

Old catalogs' lessons still apply

Old catalogs can have useful ideas for today's catalogers. Leo Burnett once said of good advertising, "Make it simple. Make it memorable. Make it inviting ...

Gloves Off

Will direct mail remain a top channel?

With postal and production costs rising and more consumers looking to online, some say that direct mail may be nearing its end as an effective ...

Main Feature

Viral video stars

Marketers want to incorporate viral video, but seek more ways to measure it. Vicki Powers finds out where this emerging sector stands.

Vertical Feature

Marketing medical devices

Successful marketing of medical devices — large and small — means getting doctors on board before targeting consumers.

The Work

Creative solutions from Wellpoint, AstraZeneca and Wet International Inc.

Wellpoint's dimensional mailer targets health benefits managers; direct mail unlocks protected Internet resources for AstraZeneca; and Wet International's digital campaign gets personal.

Nailed It

DMNews talks with Taylor Safford, president of Blue and Gold Fleet

Taylor Safford, president of Blue and Gold Fleet, discusses how his boat tour company used Intera's Bluetooth Proximity Marketing network to sell to sightseers.

Analysis

Stores' hopes hinge on Thanksgiving lift

Thanksgiving weekend, consid­ered the official kickoff of the holiday shopping season, is even more significant this year, because consumers have shown a remarkable lack of ...

News Articles

Yahoo's Yang to step down as CEO

Jerry Yang, Yahoo's co-founder, is resigning his post as CEO pending his successor's appointment. He will return to his former role, "Chief Yahoo," and will ...

New site furthers Home Depot's Hispanic strategy

As part of its strategy to step up its mar­keting efforts targeting Hispanic consum­ers, The Home Depot has launched an improved Spanish-language Web site, that ...

Credit alternatives explored

There's been a dramatic rise in the use of payment meth­ods other than credit cards over the past few months. Online home electronics retailer Etronics ...

JCP styles up integrated push

JCPenney's new campaign positions its products as "great style with an affordable price," targeting consumers shopping with an eye toward the economy.

Optimized

Marketers must leverage the unique aspects of mobile

As mobile marketing meanders through its early stages, experts say that busi­nesses should learn to take advantage of the unique platform it offers, rather than ...

Technique

Make the most of e-mail marketing

Marketers must make every e-mail count in a down economy, say experts. But what does it take for messages to reach their target? Four industry ...

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