In a recent article published in Response Magazine, Don Potter wrote the headline "Branding is Dead." He starts out by saying:

“Tweak testing” pervades the risk adverse environments in many industries. This dramatically reduces their chances of competing with those firms that understand the need to compete aggressively with their testing programs.

Over the years, direct marketing professionals have worked with all kinds of clients in every industry. Some clients The start up struggleget the help they need and many more never do. Why is that?

Always begin with the Cost Per Sale allowables that meet your financial requirements. Setting the cost per sale too high means the program will fail before it starts.

One of my readers asked four thought provoking questions that I answered and are worth repeating in this post.

Some readers will take issue with my list arguing that it contains

elements of truth. But in my view, these comments generally reflect a

misdirected strategic sense or preconceived ideas about the role of

advertising and direct marketing

Over the last couple of years, those of us in the direct marketing business have heard some pretty phenomenal stories about the unique pulling power of online BtoB lead generation

If you work with or for an agency (either internally or externally),

what barriers to full marketing integration do you see?

The emphasis on advertising budget accountability has never taken on more importance than it has in today's market.