Happiness

I was on instant messenger last night, and a friend asked me how about I go about raising happiness for a Pokemon. It's necessary for certain evolutions, like Espeon, Munchlax, that sort of thing...

First, some rules about Happiness.
1) Happiness is reset to a specific number (70) if a Pokemon is traded. (It doesn't hate you, or like you all that much.)
2) Maximum happiness is 255, minimum is 0. Maximum happiness will give allow you to get a ribbon from a guy in a house just east of Pastoria. For the Pokemon who need happiness to evolve, they don't always need the maximum.

I usually just get it two massages in a day (one in Veilstone, one at the post-game Ribbon Syndicate), and then feed it berries. According to Bulbapedia, starting at 70 and then two massages puts it at 78. 220 happiness would need 142 more points, or 71 EV-reducing berries (#21-#26)...a really high number, which I recall being about 20-40 berries.

Luxury Ball is supposed to raise happiness faster - if Bulbapedia is right, it's anywhere from double to triple the gains of a normal Pokemon.

How do you guys raise happiness?