Weekly commentary and opinion on Direct Marketing provided by Thomas Haire and guest contributors.
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Customers Come First at Barclaycard US 16 Aug, 2010
While most organizations advertise simplicity, we are focused on making it simpler for prospective and current customers to respond and engage with us on their terms,” says Michelle Bottomley, chief marketing officer for Wilmington, Del.-based Barclaycard US. “This says to me that direct...More>>
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Nationwide Mobilizes 'On Your Side' 10 Jul, 2010
Direct response marketing is very important to us, when we think about the traditional marketing funnel,” says Sue McManus, vice president of direct and customer solutions marketing for Columbus, Ohio-based Nationwide, one of the United States’ largest diversified insurance and financial...More>>
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Taco Bell’s 'Fresco' Take on DRTV 10 Jun, 2010
When Tom Wagner was challenged with answering the call for healthier choices at quick-service restaurant drive-thrus, the vice president of consumer insights/marketing for Taco Bell Corp. looked to a consumer survey for ideas. Of those surveyed by the Southern California-based franchiser, 69...More>>
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Looking Out For Every One 7 May, 2010
Rock star. Humanitarian. Businessman. Inspirational speaker. Marketer. Five different people? No — just one, and Sir Bob Geldof is keynoting Response Expo 2010.More>>
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This Year's Model: Putting DRTV 2010 Into Focus 7 May, 2010
A look at what the year holds for short- and long-form commercials.More>>
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Media Buyers Get the Squeeze 7 May, 2010
Short-form prices shoot back up as inventory shrinks and general ad sales recover.More>>
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Opening the Curtains to DR 4 Mar, 2010
"We thought that we could tell a story without spotlighting item and price and asking customers to buy," says Alan Gladstone, founder and CEO of Costa Mesa, Calif.-based Anna's Linens, a privately-owned nationwide specialty retail chain in the domestics and home furnishings market, about a TV ad...More>>
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Slam Dunk! 4 Feb, 2010
Coffee and baked-goods leader Dunkin’ Donuts ushers marketing into a new decade using digital DR.
In the ultra-competitive market of coffee companies, Canton, Mass.-based Dunkin’ Donuts (DD) has found a way remain one of best-known names among baked-goods and java chains. One of the older...More>>
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Jets Audible Into Direct Response 15 Jan, 2010
Next autumn, fans of the National Football League’s (NFL) New York Jets will be able to watch their team in the luxury of a brand new, 82,500-seat stadium in East Rutherford, N.J. With the debut of the as-yet-unnamed stadium (which the team will share with the New York Giants), new Jets season...More>>
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Editorial Advisors Forum: Surviving the Great Recession 12 Jan, 2010
Members of Response’s Editorial Advisory Board clash over how the industry has dealt with the economic tumult of the past 16 months.More>>
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