Getting direct results

Article Abstract:

More and more direct marketing agencies are measuring the success of their campaigns in terms of profitability in response to customer demands. The use of measured marketing techniques allows agencies to assess the value of their marketing programs by adding cost and revenue factors to the traditional response and conversion rates. A direct marketing campaign is considered successful if it has a high return on investment compared to the industry standard.

Direct Marketing, Management, Measurement, Return on investment, Rate of return

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Beating a strategic retreat

Article Abstract:

AlliedSignal Plastics launched a pioneering program that offered two-day delivery of any amount of its most popular resins for manufacturing applications. Within days of launching a $15 million campaign, however, the company abruptly dropped the initiative. Despite the embarrassment that this decision could cause, industry players agree that AlliedSignal will actually benefit for delivering on advertised promises regarding production and delivery.

Plastic Products, Plastics Product Manufacturing, Plastics industry, Distribution, AlliedSignal Inc. Plastic and Performance Materials Div.

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Kim and Campbell share newcomer honors

Article Abstract:

Dong H. Kim and Thom Campbell have been named winners of the Most Likely to Succeed award by Business Marketing periodical for their promising performance in the marketing industry. Kim works well with numbers and can persuade clients to buy by negotiating around costs. Meanwhile, Campbell believes that involvement in a target market's lifestyle makes it more susceptible to marketing campaigns.

Marketing Personnel, Achievements and awards, Marketing executives, Kim, Dong H., Campbell, Thom

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