Letting it ride

Article Abstract:

Automakers use their custom magazines as a way to increase customer relations, but they have not measured the response, a key element of direct marketing. Most automakers have not measured how many magazine recipients remain loyal to their auto brands.

Product information, Marketing procedures, World, Periodicals, Periodical Publishers, Methods, Usage, Marketing, Measurement, Automobile industry, Periodical publishing, Customer loyalty, Company marketing practices, Customer relations

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The precise art of direct marketing

Article Abstract:

Michael J. McGovern, executive VP and creative director of Toronto based, Proximity Canada, presents his candid opinions on the direct mail programs for products from Gillette, LEOreal, and Moosehead Breweries.

Executive changes & profiles, Advertising, Evaluation, Officials and employees, Beliefs, opinions and attitudes, Executives, McGovern, Michael J., Proximity Worldwide

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Nature of the beast

Article Abstract:

The author examines the growing trend and success of Internet advertising by Canadian firms. Topics include market development, direct marketing, and cost effectiveness.

Forecasts, trends, outlooks, Advertising agencies, Services information, Agencies, Services, Internet, Internet/Web advertising, Internet advertising, Cost (Economics), Costs (Economics), Industry forecasts, Market development

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