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Article: Direct marketing rose 3.6% in '01.(report from Direct Marketing Association)(Brief Article)(Statistical Data Included)
- Article from:
- Advertising Age
- Article date:
- June 10, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. 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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Despite the weak economy that forced down traditional ad spending last year, marketers increased direct and interactive marketing expenditures to $196.8 billion, up 3.6% from $189.9 billion in 2000, according to a Direct Marketing Association study.
And while bricks-and-mortar retailers continue to suffer declines, direct sales grew 9% in 2001, to $1.86 trillion from $1.71 trillion the year earlier, representing $9.50 of sales for every dollar spent on direct.
That efficiency will continue, contends the Direct Marketing Association's seventh annual Economic Impact study, conducted by Wharton Economic Forecasting Associates. While spending on direct ...