DM should improve public image, new industry study says

By ASHLEY DAVIES, campaignlive.co.uk, Friday, 24 September 1999 12:00AM

The direct marketing industry is still dogged by problems of public perception, according to new research carried out by the Direct Marketing Association in conjunction with the Royal Mail.

The direct marketing industry is still dogged by problems of public

perception, according to new research carried out by the Direct

Marketing Association in conjunction with the Royal Mail.



Eight out of ten marketers think the man in the street doesn’t know what

direct marketing is, and six out of ten think that it has a bad image,

mainly as a result of unsolicited telemarketing.



However, seven out of ten UK marketers consider that direct marketing is

more important than above-the-line advertising in the marketing mix.



More than half said they will allocate more cash to direct marketing

over the next two years.



More than 100 clients of above- and below-the-line focused agencies were

contacted by the DMA, with budgets from a few thousand pounds up to

several million, including Bupa and the RSPCA.



The view that further integration will occur between above- and

below-the-line areas was backed up by around half of all clients and

agencies.



The research, entitled Campaign 2000, was commissioned ahead of the 1999

DMA/Royal Mail awards.



Mike Barnes, the DMA’s marketing director, said: ’We’ve carried out our

research as a health check on the direct marketing industry - and to see

what trends are emerging for the future.’



This article was first published on campaignlive.co.uk

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