Even if you've worked in the direct marketing field for just a short time, you know that branding and direct marketing strategies do not always live in harmony. When developing creative work,

But to my surprise, my session was the best attended! And what was even more surprising was that the attendees were primarily vendors seeking guidance on how to sell their products to advertising agencies.

What do today's employers want when they are looking for direct response talent? Are they making wise choices when they interview and hire direct marketers? What do you think?

What have you found in your experiences with short and long copy in direct marketing communications? Does copy need to shorten to remain effective today?

When reviewing a control for any medium, the creative elements one looks at closely include the offer, the main selling proposition and the creative execution.

In her recent book entitled The Definitive Drucker, the author Elizabeth Edersheim says that Peter Drucker, the grandfather of marketing, believed that beyond 1990 business as a whole could no longer rely on the old assumptions.

In a Q4, 2006 online research project developed by Forrester Research, the researcher revealed that some things never change. Business-to-business marketers still do not consistently track the ROI on their lead generation programs.

You’ve seen dozens, if not hundreds of these direct mail pieces in your mailbox. The ones I am referring to are the post cards pieces that offer a free phone if you sign up now for a 2 year cell phone contract

Today I received a 0% interest on all transfers for the next 12 months from my own bank. I have a small balance that I wanted to transfer from my existing account to a new one if I could get the 0% offer. Ah, but wait. Only new customers can get this deal.