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No businessperson likes to leave money on the table when doing a deal, but that's exactly what product marketers do when they limit the number of advertising mediums that they [...]

And they think club offers are all right, DMers are finding A number of direct marketers trying to appeal to the playground set are going out of their way to [...]

DMers split on the issue of how to target men and women The French say 'vive la difference' when it comes to the sexes. Direct marketers, however, are more divided [...]

Ask any new cataloger who its target audience is, and the answer is almost alway's 'you know, upscale females, professional, well-educated....' In other words, the same segment that made several [...]

Too fragmented, too segmented, too mystifying, and lacking disposable income. That's how most direct marketers currently see minority markets. But others are beginning to appreciate the wealth of buying power [...]

While geo-demographic data can play a major role in a targeted marketing program, its misapplication can cause poor targeting decisions and a waste of financial resources. To effectively incorporate geo-demographics [...]

Difference is the most common thing in America nowadays. Everywhere you look, what you see is a kaleidoscope of difference and diversity. Look at household structure. For the first time [...]

For financial institutions seeking to reach out to minority markets, particularly Hispanics or Asian-Americans, language barriers always present a formidable challenge. Even after a financial institution translates its marketing materials [...]

When it comes to the direct marketing industry the sexes are relatively even balanced, but as David Reed discovers, this gender balance could be about to change ONE OF THE [...]

The Vita-Mix master file is being managed by List Services Corp. On the market for almost 80 years, Vita-Mix offers buyers high-performance kitchen appliances in the $400 range. Buyers are [...]

Not Just For Grandmoms Anymore, Crafting Has Become A Diversified Market CRAFTS DATE BACK to the early 1900s when the average family lived on a farm and women often occupied [...]

IN THE MID 1990s, globalization was all the buzz, and everyone wanted to get on board. But, particularly with b-to-b projects, it wasn't as easy as simply transferring the U.S. [...]

J. Walker Smith, of market researchers Yankelovich Partners Inc., Norwalk, CT, says age mixes two things, life-stage and cohort, 'a generational group as defined in demographics, statistics or market research,' [...]

Research into the shopping attitudes and beliefs of Hispanic and non-Hispanic people in the United Staes is presented, with focus on direct marketing opportunities. It is concluded that hispanic populations are more open to direct marketing strategies than non-Hispanics.

Demographic and psychographic information tend to direct today's successful direct marketer. Retailers wishing to know who their customers are greatly benefit from this type of direct marketer. Retailers are also finding that catalog sales increase when merchandise offerings are tailored to specific markets.

Blacks remain promising but elusive as prospects for direct marketers You could sum up direct marketers' view of the black marketplace this way: the numbers are certainly there but... And [...]

Traditionally male-oriented marketers have overlooked a goldmine: women Catalogers and other traditional direct marketers study her, woo her, listen to her and cater to her every need. In the world [...]

Direct marketers have long counted on historical knowledge of consumers to bring in response. Success was based on predictability: 'If they did this once, they'll do it again.' Or, 'this [...]

Readers Digest recently completed a 22,000 person survey in 17 countries in Europe. My reading of the findings confirms an old thesis, which may strike you as blindingly obvious, or [...]

The case of the missing responders an aggressive financial services promoter mailed 2 million names selected from a vendor's 100 million-name file on the basis of overlay demographics. The mailing [...]

A significant change in the make-up of our population has taken place at a rapid rate since World Was II--large segments of the population have moved from the cities to [...]

The emergence of the Hispanic market as an important segment in direct marketing is discussed.

Cagey consumers want privacy and personalization, too. More than 75% of consumers say marketers invade their privacy to sell them products. However, all are grateful when a company recommends products [...]

LOS ANGELES--According to Claudio Bevilacqua, CEO of PRAMER SCA (a subsidiary of Liberty Media Intl.), and Toni Erickson Knight, founder and CEO of WorldLink, Cosmopolitan Television Latinoamerica, a 24-hour Latin [...]

The Home Office has appointed 23red to develop a campaign for Child Protection on the Internet, following a three-way pitch. The scheme was set up in 2001 to promote safe [...]

A brief history of direct mail from 1950 to 1980 illustrates the industry's growth. Direct response advertising has increased expenditures of over $30 million. Analysis of mailings shows that most direct mailings use multiple regression techniques and zip code breakdowns.

Imagine a co-op for Ally McBeal. The lovelorn and lovable Ally is one of television's most popular young urban professionals. She also could be a prototype for the recipients of [...]

Last October, during that endless fall conference in Chicago, a friend scanned the faces in the exhibit hall and asked, 'Where the hell is everybody?' Though the floor was packed [...]

For direct marketers, the Hispanic population represents an economic/social/ethnic group that will emerge as the largest minority in the history of the U.S. within the next few years. Today's population [...]

Finding the elusive Hispanic market NEW YORK--In recent years, an increasing number of marketers have tried to stake their claim in the Hispanic market. And for good reason. The number [...]

An October 1986 Gallup Survey reveals that, among direct marketing consumers, 57 percent are women, who (as a group) dominate in the areas of food purchases (67 percent), publications (64 percent), and personal grooming aids (70 percent). A study of the demographic breakdown of these female consumers also indicates that: women who buy food by mail or over the telephone tend to be over 50 years old, live in the West, and buy heavily; female publication buyers tend to be middle-aged light buyers with no post-high school education, and incomes under $30,000; and women who purchase personal grooming aids tend to live on the East Coast, are affluent, and are between the ages of 25 and 49.

Gallup Poll survey results for purchasers of directly marketed items from May through August of 1986, indicate a purchaser profile with marked differences according to gender. Typical female direct marketing purchasers are aged 25-49, live in the South and Midwest, have an annual household income ranging from $10,000-$29,999, are college educated, and buy publications. Males are 35 and over, with a college education, have an annual household income of $30,000 or more, live in the Midwest, and buy leisure and household products.

When making the decision to use direct marketing abroad, it is wise to research the target countries. Translation of words and phrases from English to a European language can be tricky and, therefore, a good translator should be contracted with. Other points to keep in mind are: the difference in postal rate costs (higher in Europe), and European paper sizes differ from U.S. standards.