POS Catalina Marketing Corp

J&J-Merck and Catalina Marketing Develop Award-Winning Behavior-Based Direct Mail Campaign ST. PETERSBURG, Fla., Nov. 17 /PRNewswire-FirstCall/ -- J&J-Merck Consumer Pharmaceuticals recently won a GEM Award at the 2003 Global Electronic Marketing Conference (GEMCON), for its Pepcid Enjoy! behavior-based direct mail campaign developed by Catalina Marketing. Catalina Marketing, (NYSE:POS), worked in conjunction with Partners in Loyalty Marketing, a consulting firm specializing in loyalty marketing, to identify potential buyers based on their usage history and high-level of loyalty to the Pepcid brand. A campaign was then designed to build stronger brand recognition between Pepcid and Pepcid Enjoy!. "Catalina Marketing's experience working with behavior-based data, in this case frequent shopper card histories, enabled us to identify consumers with the highest ROI potential, and establish an ongoing line of communication with them," said Lisa Sweeney, CRM marketing manager. "Because of the dynamic quality of behavior-based marketing, we have been able to track and measure the impact of Pepcid Enjoy! on the Pepcid brand, and we have been very pleased with the results." The Pepcid Enjoy! behavior-based direct mail program sent health and lifestyle information relevant to the Pepcid user. As a result of the program, market research indicates that brand awareness across the line of products is increasing. "We are excited that Pepcid Enjoy! experienced a positive impact from its behavior-based marketing campaign, and that the manufacturer was able to communicate more effectively with their key consumers," said Mike Hendry, president of Catalina Marketing Direct Marketing Services. Founded by Retail Systems Consulting, GEMCON has brought retailers, CPG manufacturers, and system and program vendors together since 1992. The conference is intended to help build collaboration, and address some of the most critical marketing issues facing the industry. The GEM Awards, sponsored by Accenture, are awarded to companies that have exhibited excellence in Electronic Marketing during the past two years. Based in St. Petersburg, Fla., Catalina Marketing Corporation (http://www.catalinamarketing.com/) was founded 20 years ago based on the premise that targeting communications based on actual purchase behavior would generate more effective consumer response. Today, Catalina Marketing combines unparalleled insight into consumer behavior with multiple consumer access vehicles, reaching consumers at home, in-store and online. This combination of insight and access provides marketers with the ability to execute behavior-based marketing programs, ensuring that the right consumer receives the right message at exactly the right time. Through its six operating divisions, Catalina Marketing offers an array of behavior-based promotional messaging, product sampling, loyalty programs, direct to patient information and market research services. Personally-identifiable data that may be collected from the company's targeted marketing programs, as well as its research programs, is never sold or given to any outside party without the express permission of the consumer. Certain statements in the preceding paragraphs are forward looking, and actual results may differ materially. Statements not based on historic facts involve risks and uncertainties, including, but not limited to, the changing market for promotional activities, especially as it relates to policies and programs of packaged goods manufacturers for the issuance of certain product coupons, the effect of economic and competitive conditions and seasonal variations, actual promotional activities and programs with the company's customers, the pace of installation of the company's store network, the success of new services and businesses and the pace of their implementation, and the company's ability to maintain favorable client relationships. CONTACT: Rachel Keener Catalina Marketing Corporation (727) 579-5224 DATASOURCE: Catalina Marketing CONTACT: Rachel Keener of Catalina Marketing Corporation, +1-727-579-5224, or Web site: http://www.catalinamarketing.com/

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