TITLE

Spin cycle

AUTHOR(S)
Gilbert, Jennifer
PUB. DATE
October 1999
SOURCE
Advertising Age;10/18/1999, Vol. 70 Issue 10, ps5
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the use of CD-ROM as a direct marketing tool in the U.S. Direct mail prospects are increasingly targeted with CD-ROM as an introduction to new product and services. According to data reported in The DMA Insider from Simba Information, electronic transaction revenue from CD-ROM is growing by 66% annually and is estimated to reach $206.3 million by the end of the year. Also, proliferation of the Internet makes CD-ROM a more plausible direct marketing tool. The immediacy of response is one of the biggest advantages of CD-ROM to marketers. According Steve Franklin, director of account services for FusionDM, CD-ROM allows marketers to put Web-like content into people's hands immediately instead of waiting for them to respond. Still, a relative few marketers are using CD direct marketing, said Franklin.
ACCESSION #
2381667

 

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