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Article: Loyalty servant. (Special Report: Research Index).(Direct mail is discussed)(Illustration)
- Article from:
- Precision Marketing
- Article date:
- March 14, 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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Direct mail has weathered the storms of the downturn and, despite contention, is now a firm favourite with marketers. In the first of a quarterly series of reports, David Reed explains why it reaps unrivaled loyalty and sales.
DIRECT MAIL'S continued growth has been the remarkable success story of the advertising industry. There has been a steady increase in the volumes mailed over the last decade, bucking the slowdowns and recession that have affected most other media.
For advertisers to continue to invest in this channel to market, it must have something going for it. Despite recent suggestions that consumers do not like direct mail -- especially since ...