Top of the POPs: an annual survey shows retailers assuming more power in point-of-purchase display decisions

Article Abstract:

Store operators appear to be less happy with point-of-purchase (POP) advertising from merchandise suppliers than in the past and want to assert more control over the displays, according to a 1997 survey of suppliers and retailers by P-O-P Times. Competition is causing retailers to scrutinize POP displays, says P-O-P Times editor Rex Davenport. Store operators prefer materials that are informative, adaptable and durable, Davenport says.

Retail Stores, Management, Retail industry, Retail trade, Advertising, Displays (Marketing), Point-of-sale advertising, Point of sale advertising

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New media marketeers: a DMA study shows that plenty of direct marketers are already online, on disk, and interactive

Article Abstract:

A survey of 550 direct marketing firms found that almost 80% use an online service, CD-ROM, fax machine or other electronic, interactive medium for promotions. However, the survey, conducted by A.T. Kearney for the Direct Marketing Association, also found that more than 80% have used interactive media for only a year or less. Almost 90% of respondents intend to boost spending on promotions through new media in the next three years.

Direct Marketing, Surveys, Electronic commerce, E-commerce

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Millennial dataglitch

Article Abstract:

The year 2000 transition computer problem can create specific problems for direct marketers. Date-dependent computations such as regency, frequency and monetary analysis (RFM) may be jeopardized, hampering established targeting strategies. Other programs that may be affected are inventory systems and customer databases - both vital to the direct marketing industry.

Direct Marketing Services, Direct Mail Advertising, Direct mail advertising services, Forecasts and trends, Year 2000 transition (Computers)

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