CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

Effective communication is born out of a relevant proposition within a compelling idea. Although by no means easy to attain, such disciplines have been employed by advertising agencies for years - more often than not to great effect and acclaim.

Effective communication is born out of a relevant proposition

within a compelling idea. Although by no means easy to attain, such

disciplines have been employed by advertising agencies for years - more

often than not to great effect and acclaim.



Why is it, then, that direct marketers have failed consistently to adopt

these simple guidelines?



We are inundated almost daily with their unsolicited missives, each of

which contains a rambling, poorly written, confusing letter accompanied

by a miscellany of seemingly irrelevant literature, much of which has

never seen an art director.



Even if you have the inclination to open the envelope, do you really

have the time to piece together the jigsaw of paper to understand the

offer? How much longer are we to endure this avalanche of paper into our

homes?



Not for much longer. I propose that a punitive environmental tax is

implemented on all paper used for unsolicited mail. (This clearly must

include the tonnage generated by the ubiquitous Christmas brochure.) The

implementation of such a tax should force our profligate direct

marketing cousins to focus on their approach and adopt the art of agency

communication practices, or encourage clients to divert creative

implementation to the proven communicators - advertising agencies.



However, they have been doing the same thing for years. No doubt their

redemption levels continue to be at an economic level; no doubt they

will continue with their deforestation of our planet.



This rant will change nothing. So, here’s some action you could take:

never complete a ’lifestyle’ questionnaire, even if you are offered a

camcorder as a prize; in writing to any business always use the same

initial and spell your surname clearly or you could receive more than

one sad plea from the same company with your surname spelt differently

on each envelope; and the ultimate deterrent - contact the Mailing

Preference Service. At least your bin will be lighter.



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