TITLE

DMA surveys users, non-users of direct media

PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p84
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on the Direct and Interactive Marketing Buying Practices Study conducted by the Direct Marketing Association and the Zipm.com direct mail creation Web site in the U.S. The study surveyed direct marketing purchasers and non-purchasers in an attempt to discover what barriers customers perceive when it comes to purchasing through direct marketing channels. In the study, 89% of respondents said they have purchased from catalogs at some time and 57% made purchases in 1998. Meanwhile, Zipm.com allows customers to choose a thematic design, create copy for messages and decide on a mailing list to use for the package. Customers receive a cost estimate including postage before going forward with the mailing.
ACCESSION #
2415266

 

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