Subject Index
 

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers nee ...

In the UK direct mail volumes have been dropping, but in 2006 the medium still accounted for 12.2% of advertising spend. Email marketing is growing fast, but is still dwarfed by direct mail, both in U ...

In June 2006, ITN (Independent Television News) launched a new corporate identity. As part of this global launch ITN Archive became ITN Source, the world's leading aggregator of moving image content, ...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

E-mail marketing may look like a 'pot of gold' for marketers, particularly those working for small businesses. However, if used carelessly, it can do more harm than good to a business. This paper pro ...

This piece examines the role of emails within the direct marketing sector and notes the merger between the Email Marketing Association and the Direct Marketing Association. The success of email promo ...

Direct marketing has traditionally been equated to direct mail, but increasingly it is also moving online. This paper discusses the benefits of e-mail marketing and offers pointers on the best way to ...

In e-business the customer is king, poor on-line service and bad experience will be met by a simple click of farewell. The competition is a simple click away. In no other business channel is the cus ...

A tongue-in-cheek trawl through the evils of current direct mail, e-mail and telephone answering practices.

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...

It is clear that new electronic services will make a great impact on a number of direct marketing response mechanisms, from a survey of a hundred companies across Europe, on the trends in direct marke ...

The paper identifies key success factors in internet advertising in the specific case of a portal directed at a teenage audience. Findings include that small interactive games and free gifts deliver t ...