Hicks, Robin
December 2004
Campaign;12/3/2004, Issue 49, p30
Trade Publication
The article focuses on direct marketing and its negative aspects. Topping the league of shame, ahead of banks, call centres, mobile phone companies and estate agents, was junk mail. Credit card companies, the sector's biggest spenders, get just one customer from every thousand bits of mail that they send out, partly because direct mail is so often based on inaccurate information. Mail gets sent to former residents, dead residents and to those who have no earthly need for mail at all. Such dire publicity is out of kilter with direct's image within the communications sector, where it is recognised as a fast-improving channel through which a growing queue of clients want to put their money.


Related Articles

  • Direct Line adds Passion to home products roster. Kimberley, Sara // Precision Marketing;10/17/2005, Vol. 17 Issue 49, p1 

    Reports that Direct Line Insurance has added launched agency Passion to the direct marketing roster for its home products in Great Britain. Aim to handle doordrop and insert campaigns for the direct response account; Offers of insurance and an array of incentives; Development of effective direct...

  • The basics are basic because they still work. Greenberg, Charles // Marketing News;6/11/1990, Vol. 24 Issue 12, p11 

    The author offers advice on direct marketing. He discusses the basics of direct marketing such as making the letter personal, gaining the reader's confidence, limiting the prospect's choice and asking for the order. He believes that marketers destroy one of the strengths of direct mail when they...

  • Four agencies line up to pitch for Homeserve.  // Precision Marketing;11/25/2005, Vol. 18 Issue 6, p5 

    The article reports that British supplier of home emergency services and assistance cover, Homeserve, is looking for a direct marketing agency to handle ongoing project work in November 2005. The company is considering the pitches of four agencies. The chosen agency will not be on a retainer,...

  • ON THE CAMPAIGN COUCH... WITH JB. Bullmore, Jeremy // Campaign;10/29/2004, Issue 44, p21 

    This article answers questions related to the advertising industry. A reader stated that nobody from marketing has ever made it onto the board of his company. He asks whether he should move to a company where marketing has more top-level status or not. The word marketing has two meanings. It has...

  • Butlins seeks direct shop for £5m work. Bold, Ben // Marketing (00253650);12/15/2004, p9 

    The article reports that Butlins is hunting its first direct marketing agency to encourage British families to switch from taking holidays abroad to spending them in Great Britain. The account, which is believed to be worth £ 5m, will include direct mail, inserts, door-drops, brochures and...

  • Nectar switches DM assignment to BEC. Billings, Claire // Campaign;7/1/2005, Issue 27, p1 

    This article reports that Nectar, the loyalty scheme backed by retailers ranging from Debenhams to Sainsbury's, has moved its £2.6 million direct marketing account into Barraclough Edwards Chamberlain, bringing to an end its relationship with Harrison Troughton Wunderman (HTW). Nectar is...

  • Untitled.  // Marketing Week;3/3/2005, Vol. 28 Issue 9, p28 

    This article reports that nothing upsets the exquisite sensibility of the direct marketing industry more than the term "junk mail". However, the staff at Tullo Marshall Warren have evidence that the fruit of their labour is far from "junk". Mailers designed by the agency for the Nissan 350Z GT4...

  • Vauxhall seeks brand partner.  // Marketing (00253650);11/15/2006, p3 

    The article reports that Vauxhall Motors Ltd. is searching for a brand partner for a series of direct marketing campaigns. Earlier, brand partners including fashion retailer Oasis have worked with Vauxhall. A number of agencies have already been approached by the company. One long-term partner...

  • Quality data allows blue-chips to maintain huge prospect volumes. Webster, Richard // Precision Marketing;6/18/2004, Vol. 16 Issue 33, p14 

    This article presents the author's views on issues related to direct marketing. According to the author whatever ones' place in the direct marketing process, one will have to contend with the dramatic changes that significantly affect how one communicate and sell to consumers. There has been a...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics