Columbia House looks down the road for gains from Play

Krol, Carol
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, p20
Trade Publication
Case Study
This article assesses the output of the changes in the marketing efforts of Columbia House in 1998. Columbia House saw its share of the music market slipping in recent years and so in 1998, the company changed the very heart of its marketing strategy, jettisoning for the most part the negative option selling strategy in favor of its new club strategy, called Play. Hence, Columbia's control package, the direct mail piece against which all subsequent test pieces are measured, was a mailing in a yellow envelope announcing Play.


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