By: Paula Andruss

After watching its clients reap the benefits of multi-channel campaigns integrating direct mail and the Web, marketing communications production services provider Tukaiz (pronounced Too-KAYZ) decided to double down on its own advice by blending direct mail and image personalization into a campaign that has driven the marketing …

By: Joseph Jaffe

At the recent Direct Marketing Association conference in Las Vegas, I had the pleasure of delivering the opening keynote presentation. In my presentation, I issued a challenge and call to action to the direct marketing industry, and now I’d like to extend it to you as well.

Increasingly, …

By: Paul Gillin

If you’re like most direct marketers, you think your job is to find prospects and turn them into sales leads. But if you’re aiming your messages exclusively at buyers, you’re missing an opportunity to impact your company’s sales in broader ways as well as the chance to …

By: Joseph Jaffe

In my first book, Life After the 30-Second Spot, I spoke about one of the major flaws of television advertising — specifically brand- (or is it bland?) awareness advertising. I called this flaw “lag” or “gap” analysis.

It works like this: It’s 9.25 p.m. You’re watching your …

By: Frank S. Washington

It’s no secret that big companies often don’t do well when making overtures to small businesses. In many instances, their outreach efforts fail not because big businesses don’t have anything worthwhile to offer but because major marketers aren’t very good at holding the attention of small …

By: Paula Andruss

When consumer products manufacturer Combe Inc. wanted to stimulate trial of its Just For Men hair color product, the White Plains, N.Y., company sought a cost-efficient way to deploy a free sample offer to convert potential customers into actual users.

But reaching men who are predisposed to trying …