Give package inserts their proper respect

Article Abstract:

Alternative print media brokers and managers typically mishandle package insert program titles by using the abbreviation 'PIP' to describe package insert programs. This practice may potentially cause alternative print media to disappear. A more appropriate name to describe alternative media ought to used instead of 'PIP.' PIP does not at all properly describe various alternative media or alternative print media types. These include package inserts, statement/voice inserts, catalog bind-ins and blow-ins, all types of sampling programs, giveaways, as well as related distributions of both direct mail-generated and nondirect mail-generated distributions.

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Creating catalogs that count: tips to start

Article Abstract:

There are certain issues that direct marketers have to deal with, before they can launch a nationwide catalog campaign. Direct marketers must ask themselves the reason why they want to launch a catalog and who their customers would be. They should also realize that the catalog must communicate the brand image and should be consistent with the company's overall branding messages. Marketers should not only know their intended audience but also the latter's preferences. Catalogs must also be well- designed so they appeal to customers and express the message clearly.

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DMers embark on Super Bowl blitz

Article Abstract:

The National Football League's NFL Shop, its direct retailing division, is using every possible medium to sell Super Bowl XXXV merchandise for the big game of 2001. The company is using a multichannel direct marketing approach consisting of e-mail and voice-cast promotions, special pre- and post-Super Bowl catalogs and a direct response TV campaign. A day after the game, it will deliver recorded phone and e-mail messages to customers thanking fans for their support and promoting the Official Super Bowl XXXV championship hat, T-shirt and video.

NFL Shop

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