Mail remains king of the road despite an increase in costs
Article Abstract:
The increased costs of paper and postal services have not deterred the continued increase in direct mail volume by marketers. The cost rise has not worried the marketing community who find the cost trend as relatively fair if compared to the inflationary rate of the economy. Nevertheless, they are becoming more selective in their choice of target clientele. In the light of advanced technology, they are changing their methods and adopting the database marketing concept.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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'Industry Week' brand, moniker get a face-lift
Article Abstract:
Penton Publishing Inc. has renamed the 'Industry Week' periodical to 'Industry Week-IW' to enhance the publication's market potential. Penton has also launched a cable TV show and online service bearing the Industry Week brand. Penton officials believe that the new name is more modern and that brand names are easier to market. Industry Week Interactive online service features a forum, letters to the editor as well as current and back issues of the periodical.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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Mining radio 'gold.' (the merits of radio advertising) (Tuning into TV & Radio)
Article Abstract:
Radio is increasingly being regarded by media planners as the 'hidden nugget' for business-to-business advertisers. This medium has proven to be more cost-effective than the traditional business paper since advertising campaigns can be done quickly and production costs are minimal. A radio's listenership can also be easily targeted through remodeling and builder-oriented programs.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
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