Time-Life Books has won the Direct Marketing Association’s first-ever Diamond Echo award for its multimedia campaign. Some of the DMA’s Gold Echo award winners are listed.
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Graham, Judith
Full text: [Advertising Age] Oct 17, 1988
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July 26, 2007 12:00 am | 
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Mr. [Paul M. Rothenburg], who has a wide background in marketing and has operated his own company, said the transition from the newspaper to the thrift would be easy. He will direct marketing and communications programs for Perpetual’s banking, real estate, and insurance subsidiaries. The thrift has 74 branches in the Washington metropolitan area and the Hampton Roads region of Virginia. The appointment of Mr. Rothenburg coincides with the Oct. 17 debut of Perpetual’s multimillion-dollar advertising campaign in the Washington area under the banner “Perpetual – Sensible Banking.” The campaign, which will be directed by Mr. Rothenburg, was developed by Siddall, Matus & Coughter, Richmond, Va. [Garry A. Olcha] Named Cenfed President
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Franklin Smith
Full text: [American Banker (pre-1997 Fulltext)] Oct 21, 1988
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online business without investment in india | | July 25, 2007 12:00 am | Comments (0)
“We are concerned that there’s an image that all thrifts are in trouble,” said Ross Towne, president of Perpetual. As a direct result of investor concern, Perpetual’s stock had been trading at about $9 a share until last week, while its book value is about $18, he said. [Paul Rothenburg], who formerly had his own media consulting firm, takes the place of Stephen B. Smith, senior vice president for corporate communications, who left to pursue other opportunities, according to Perpetual. James Pastore, Perpetual’s former media and stockholder relations specialist also recently left, joining Dominion Federal Savings & Loan in McLean as vice president for public relations and marketing. The combination of Rothenburg’s marketing ideas and the new ad campaign will, Perpetual hopes, result in an increase in its stock price and thus eliminate any thoughts from outsiders about buying the thrift at a bargain price. But just in case it doesn’t, Perpetual recently adopted a shareholders’ rights plan intended to protect the thrift from hostile takeover attempts.
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Sharon Warren Walsh
Full text: [The Washington Post (pre-1997 Fulltext)] Oct 24, 1988
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online business without investment in india | | July 24, 2007 12:00 am | Comments (0)
Some of it was in your mailbox last week. More will surely be there tomorrow. Or the next day. Or the day after that. And even if you don’t like it, don’t want it and don’t even read it, chances are you’ll get more anyway. Count on it. Persistent, predictable, often persuasive and sometimes annoying direct mail marketing — or “junk mail,” as it is often called by its detractors — seems to be reaching out and touching everyone at once. And quite effectively at that. Propelled by a number of factors, the lucrative, seemingly omnipresent direct mail industry technically encompasses all advertisements or sales solicitations for products and people that are sent through the U.S. mail. In 1986, for example, the industry reportedly sent out 56 billion pieces of direct mail advertising at a cost of $17 billion. (excerpt)
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Berman, Joanne L.
Full text: [Houston Business Journal] Oct 24, 1988
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online business without investment in india | | July 23, 2007 12:00 am | Comments (0)
The most successful advertising campaigns draw on the ideas of both the creative personnel and the media. The ultimate objective of all advertising is to put a convincing selling message in front of the target consumer so that the consumer will want to buy the product. This effort takes multiple exposures in order for the selling argument to be there when the customer is in the mood to buy. Persuasive advertising helps change the mind interest to desire, but it first must be provocative enough to command attention. To accomplish this, creative people tend to think in terms of maximum impact with every ad. The weight of evidence from serveral studies suggests that an individual reader or viewer must be exposed to at least 2, and preferably 3, advertisements within a purchase cycle for optimum results. Also, advertising must register at least 3 direct hits on the target audience during the interval between initial product purchase and repurchase to make a sale. The client must keep product awareness high in order to develop that brand’s category share.
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Martin, David N.
Full text: [Marketing & Media Decisions] Nov 1988
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online business without investment in india | | July 22, 2007 12:00 am | Comments (0)
Store buyers are paying attention to Kool-Aid because of General Foods’ integration of stuffed animal promotions, in-store displays, and a full-blown out-of-store media campaign that includes television advertising, direct mail, and an ambitious promotional program. The jump in General Foods’ premium response rate has not cost the company any more money than it usually spends on promoting and advertising the product. Kool-Aid agency Grey Advertising carefully linked the advertising campaign with an in-store sales vehicle. Many chains are now charging for the privilege of display space. Campbell Soup is fighting back by rewarding stores that agree to stock and display its new Swanson Great Starts frozen breakfast with free television commercial time. In return, the supermarket ads must mention the Swanson product at least once. The strategy works hard in order to get the product, as well as the people who buy it, into the nation’s largest supermarket chains.
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Kalish, David
Full text: [Marketing & Media Decisions] Nov 1988
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online business without investment in india | | July 21, 2007 12:00 am | Comments (0)
An outside agency is the best choice for handling a credit card direct mail promotion if the product offer is new and/or complex, there is sufficient time to develop a campaign, the mailing demands list expertise, and the mailing is sizeable. An agency specializing in direct mail should be used, one with skills matching the offer’s needs. The agency should also be involved during development of the product and can help evaluate the campaign’s results.
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Keinz, Anne Greening
Full text: [Credit Card Management] Nov 1988
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online business without investment in india | | July 20, 2007 12:00 am | Comments (0)
In business-to-business list and package testing, the cardinal rules are: 1. Test only one variable. 2. Test only things of significance to save time, manpower, and financial resources. 3. Continue testing until prepared to discontinue the offer. The amount of testing that can be done for a single marketing piece is greater than that which can be practical for a catalog. Initial testing can include price points, the size of the mailer, presence or absence of a cover letter, 4-color versus black and white photography, and product presentation. Continued testing and refinement can address teaser copy variations, letter length, copy type, or enlarged boxes on the order form. Also, 4 major subjective influences that can have an impact on test and continuation results are: 1. competition, 2. seasonality, 3. one-time happenings, and 4. the offer’s life cycle.
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Foehl, Bob
Full text: [Catalog Age] Nov 1988
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online business without investment in india | | July 19, 2007 12:00 am | Comments (0)
The following 8 points will assist marketers in receiving the greatest return on a bank’s direct marketing dollar: 1. Keep the advertisement simple. 2. Be realistic about the bank’s customer base. 3. Prepare a creative brief to inform employees of the product and the offer. 4. Massage the offer to make it more attractive. 5. Begin with the bank’s greatest advantage to interest the customer. 6. Use proven direct-mail techniques. 7. Copy test the final draft. 8. Test responses extensively. To ensure direct marketing success, the following deadly sins should be avoided: 1. not recognizing that the bank already uses direct-mail techniques, 2. using the wrong mailing list, 3. marketing inappropriate products, 4. factual, but unpersuasive, advertising, 5. neglecting to identify the objective of the advertisement, 6. failing to create a sense of urgency, and 7. giving up on a promotion prematurely.
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Hochman, Karen
Adams, Joe
Full text: [Bank Marketing] Nov 1988
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online business without investment in india | | July 18, 2007 12:00 am | Comments (0)
Continental Bank (Chicago) is announcing its commitment to serve only commercial customers (the bank has sold all its retail business) in a series of 10 ads placed in 44 magazines that business decision-makers read. The ads explain Continental’s new strategy and some of its products. Continental informed its employees about the $5 million campaign through a brochure.
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Anonymous
Full text: [Bank Marketing] Nov 1988
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online business without investment in india | | July 17, 2007 12:00 am | Comments (0)
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