Allan and Ginter in the U.S. in 1886, and British company W.D. & H.O. Wills in 1888, were the first tobacco companies to print advertisements and, a couple years later, lithograph pictures on the cards with an encyclopedic variety of topics from nature to war to sports — subjects that appealed to men who smoked.
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In 1967 Lester Wunderman identified, named, and defined "direct marketing".
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Both American's AAdvantage program and Starwood Hotels' Preferred Guest program have received industry awards, called "Freddie Awards" by Inside Flyer Magazine and its publisher Randy Petersen for providing perks that customers value highly.
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Score Mountain (commonly SCORE! Mountain Challenge), conceived of in 1993 by Ingrid Stabb, a loyalty marketing professional in Palo Alto, California, is utilized to visualize and track a goal based on goal-setting theory.