Once on their way to extinction, coupons made a strong resurgence in 2009. While they offer consumers a chance to stretch their dollars further, they also offer real growth opportunities for retailers and manufacturers—if they know exactly who to target and how to leverage established and emerging coupon delivery vehicles.

For those who work in the trenches of Hispanic advertising, you know most Hispanic communications programs are direct response in nature. The biggest ad spenders in the U.S. Hispanic market (auto, retail, telecom and food / beverage) confirm this, as I discussed in greater detail earlier. However, it's important to keep in mind that while the "goal" of most of Hispanic advertising is direct response in nature, most Hispanic media spending does not go into performance media platforms like Direct Response TV (DRTV), direct mail and telemarketing.

Omni Direct, Inc. announced ground-breaking results from a recent matchback study.

For some time, I've been guilty of speaking in terms of Direct Response (DR) and Brand as if they were black and white. Left and right. Obama and McCain. You get the idea.

Finelight, Inc. is now providing direct response services for Medicare y Mucho Más, or MMM, Puerto Rico’s largest Medicare Advantage plan.

Valassis announced that shoppers saved nearly $3.5 billion with coupons in 2009, according to the Year-end 2009 Consumer Packaged Goods (CPG) Coupon Industry Facts Report recently released by NCH Marketing Services, Inc., a Valassis company.

Free Standing Insert (FSI) coupon activity increased 8.0 percent during 2009 versus the previous year to more than 272 billion Coupons Dropped according to Marx Promotion Intelligence, a division of TNS Media Intelligence.

The Household Diary Study (HDS) is a multi-year research study funded by the United States Postal Service.

More U.S. consumers are using coupons when purchasing consumer packaged goods (CPG) items with 1.6 billion coupons redeemed in the first half of 2009, up 23 percent from last year1. But which consumers are using coupons? According to new research from The Nielsen Company:

Scarborough Research released an analysis highlighting the ways households are obtaining coupons. The study found that text messages and/or email are an emerging method for households to obtain coupons. 8.6 million (eight percent) of U.S. households currently acquire coupons via text messages and/or email.

Listen Up Español (LUE), the U.S. Hispanic call center specializing in Direct Response Television (DRTV) campaigns, announced Randall Anderson is the company's new Vice President of Sales & New Business Development.

Orange County Register Communications and the Los Angeles Times Media Group (LATMG) announced the launch of OCSaver/Local Values --- an advertising insert distribution solution providing effective, targeted reach to Orange County households.

There are currently two big shifts going on in the direct marketing world that affect email marketers: the decline of direct mail and the rise of social media.

The Decline of Direct Mail

Latin-Pak has been building and enhancing their Hispanic database capabilities, which now includes: direct mail, email and mobile.

Strong evidence suggests that consumer spending, a bulwark against recession over the last year even as the energy prices surged and housing marketing sputtered, has slowed sharply.

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