Boots is embarking on its first major direct marketing assault linked to the Advantage loyalty card it launched in August.
Results in propensity to buy and positive attitude to the product were so good when SmithKline Beecham used direct marketing to target chronic indigestion sufferers with mailings for Tagamet that it asked its researchers to double-check their figures.
Food and household goods are the most common products bought as a result of direct-mail campaigns, according to new research revealed by the Royal Mail.
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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