Subject Index
 

The desire to manage direct marketing campaigns on a pan-European basis is commercially strong, especially the appeal of production economies, but the reality is not simple. The principal differences ...

In the US, personalised communication has a proven track record. Allyson L. Stewart-Allen wonders why European firms have been so slow to adopt similar techniques

Interview with Richard Eber, chief creative officer of MRM Partners Worldwide. Discussed: his career, favourite campaign (the GMC Envoy truck), direct marketing.

Interview with Nancy Harhut, creative director (direct marketing) of the Mullen agencies in the US.

Discusses DM (direct marketing), and how it can best be integrated in marketing campaigns with brand advertising. DM is growing rapidly, boosted by the Internet. Advertising and DM (macro- and micro-m ...

Direct marketing and media advertising can work together to build brands. The case of the Goldfish credit card is presented to illustrate how the true value of an integrated communications plan is not ...

An amusing account of how some direct marketing advertisers reply to those who contact them, by the Chairman of JWT Direct in London.

The article explains how local geography is applied in a direct marketing campaign, and where to get the necessary location-based information. The sources and principles of geodemographic information, ...

Direct marketing and its implications for the media. A surprising amount of display advertising in all the media now has some kind of direct response element. Not all is pure direct marketing, which h ...

An overview of direct marketing. An old craft is becoming more sophisticated and accessible with the application of new specialisations and techniques. These are transforming ideas about the selling o ...

The paper aims to show how to select the order in which the RFV/RFM dimensions (recency, frequency, monetary value) are applied to data and to choose the number of segments and the time frame in such ...