The main event: local and regional sponsorships can send a powerful message to the customers you want to reach

Article Abstract:

National corporations are trying a different marketing tactic to reach their customers. They are sponsoring more local and regional events and activities. Advertisers figure that this is a meaningful, more personal way to make their brands known. Local and regional sponsorship increased 15% during 1996, compared to 1995 figures. Although there are risks involved in such sponsorship activities, the rewards can be great.

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The post master: getting a direct-mail campaign from the planning stages to the post office

Article Abstract:

Managers overseeing a direct-mail campaign, by using a straightforward, checklist approach, can increase the chances of a smooth and flawless execution. Maximizing a direct-mail campaign's response rate rests, above all, on the selection of the right mailing list. Marketers who choose to do a campaign's creative work themselves should make sure that they have adequate training and sufficient professional skill.

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Art for art's sake? A creative approach can enhance a message, but it shouldn't be an end unto itself

Article Abstract:

The pressure to be creative is especially strong in the marketing profession, but creativity should not be an end in itself. Marketers, in their quest for creativity, too often lose sight of the objectives of their communications. Creativity, in itself, does not sell, and it can even detract from a key marketing message. That fact is lost on too many marketing people.

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