Time to get personal

McCallum, Greig
March 2005
Brand Strategy;Mar2005, Issue 190, p39
Trade Publication
The article discusses the consumer's view about advertising. According to a new study by Yankelovich & Partners in the U.S., 69% of consumers seek to block, skip or opt out of marketing, 61% say marketing is out of control and 54% avoid brands that bombard them. But 47% say they enjoy advertising. The worst example in the Great Britain has been MBNA, its largest direct mailer. Its strategy is efficient in ROI terms, but if the eight mailings don't get you, then the 15 inserts and four doordrops will. This type of strategy is partly responsible for two of the sector's major problems, creating habitual balance transferers and the erosion in status of premium plastic.


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