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Article: Fashion: It's not just a load of old junk mail The direct marketing business is no longer the poor relation of advertising. By Helen Jones
- Article from:
- The Independent (London, England)
- Article date:
- September 3, 1998
- Author:
CopyrightCopyright 1998 The Independent - London. Provided by ProQuest LLC. (Hide copyright information)
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TO THE uninitiated, direct marketing probably means little more
than the torrents of junk mail that pour through the letterbox urging
you to buy books that you don't want or insurance policies that you
don't need.
But direct marketing is becoming increasingly sophisticated and
spans everything from direct mail to telemarketing and direct
response television advertisements. It is no longer the preserve of
mail order outfits offering limited edition figurines or holiday
firms selling "once in a lifetime" trips down the Nile, but is used
by major companies such as British Airways, Tesco and Ford.
"The smart companies of the future are those that will explore new
methods of reaching customers ...