Sacrificing brand on altar of results

February 2004
Precision Marketing;2/20/2004, Vol. 16 Issue 17, p15
Says that companies and their direct marketing agencies in Great Britain are using underhanded and devious methods to get consumers to open their direct mail advertising packages. Mailing purporting to be an attempted delivery notification of a Halifax credit card; Halifax's denial that it sent the mailing; Fine line between clever marketing techniques and offensive trickery.


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