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Article: Analysis: DMA fights 'junk mail' jibes with PR drive.(Direct Marketing Association, Hotwire Public Relations)
- Article from:
- Marketing Week
- Article date:
- September 29, 2005
CopyrightCOPYRIGHT 2005 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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Reeling after successive blows from the media, public and politicians, the Direct Marketing Association (DMA) is attempting to climb off the canvas by launching a consumer charm offensive.
From swathes of consumers rubbishing all marketing mail as "junk", to MPs calling for residents to display stickers on front doors warding off direct marketers, the sector has had its reputation dragged through the mud.
Fifteen months after direct mail was voted consumers' biggest irritant by viewers of the BBC's Brassed Off Britain show, the DMA is unveiling a public relations drive to convince people that direct marketing is an essential part of their lives.