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Article: DMA defends 'junk mail' recycling ads.(Direct Marketing Association)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- October 10, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The DMA (UK) has hit back at claims that the use of the term 'junk mail' in its campaign to increase direct mail recycling levels is damaging to the industry's reputation.
The association says it is essential to differentiate 'junk' from targeted mailings.
The initiative aims to highlight the difference between 'junk mail' and targeted direct mail. But the DMA is understood to have received a number of complaints about the use of a term that the industry has worked hard to shake off.
However, a spokeswoman for Planet Ark, the international environmental group teaming up with the DMA for the push, says: "The industry has to recognise that there ...