TITLE

DOORSTEP CHALLENGE

AUTHOR(S)
Hicks, Robin
PUB. DATE
December 2004
SOURCE
Campaign;12/3/2004, Issue 49, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
15414113

 

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