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Article: How mags get goods into bags Junk mail is out and glossy subliminal techniques are in - James Hall reports on the growing use of customer magazines to build brand loyalty and encourage spending
- Article from:
- The Sunday Telegraph London
- Article date:
- September 24, 2006
- Author:
CopyrightCopyright 2006 The Sunday Telegraph London. Provided by ProQuest LLC. (Hide copyright information)
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As of this weekend 3.1m Britons have signed up to a Royal Mail-
supported service to stop junk mail being delivered through their
letter boxes. Fed up with the not-so-enticing special offers, blatant
sales pitches and wasted paper, consumers are giving the thumbs-down
to unsolicited mail.
But, as resistance to junk mail grows, big businesses are being
forced to come up with ever-smarter ways to encourage their customers
to spend more.
Welcome to the new world of uber-marketing. Out goes the junk, in
come targeted, glossy, subliminal sales techniques. From Tesco to the
AA, from Saga to Prudential, UK businesses are plundering their
databases and using increasingly sophisticated methods to ...