|
|
Article: FEATURE/Direct Mail is king; U.S. marketing executives rate direct mail "The Best" of all communications tools in use, according to Gallup study.
- Article from:
- Business Wire
- Article date:
- April 4, 1996
CopyrightCOPYRIGHT 1996 Business Wire. 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)
|
STAMFORD, Conn.--(BUSINESS WIRE FEATURES)--April 4, 1996--Of the wide array of marketing communications tools currently in use at large and mid-sized U.S. companies, a recent Gallup study of marketing directors and vice presidents revealed that direct mail is rated "the best" in achieving six out of seven critical marketing objectives, including:
oGenerating sales (25%),
oCost-effectiveness (39%),
oEducating a consumer or business decision-maker on a
complex issue (42%),
oSelling a product directly to households or businesses (38%),
oInforming a consumer or business on a new product or