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Article: Debunking the junk mail myth. (International).(people are beginning to like direct mail advertising)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- May 10, 2002
- Author:
CopyrightCOPYRIGHT 2002 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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Melbourne: There could be good news on the horizon for direct marketers in Australia. The latest findings from Grey's Eye on Australia research survey shows consumers are softening in their attitudes towards direct mail and other items in their letterbox.
For the first time in the 11 years of the survey, the irritation factor of direct mail has dropped below 50 per cent. At the same time, the perceived usefulness of catalogues (including brochures and leaflets) continues to rise.
Even more encouraging is the fact that it is the younger, female end of the population that embraces catalogues more enthusiastically, especially given that members of this ...