INTEGRATED: NEWS IN BRIEF

The Post Office is changing the way it charges for direct mail. The moves will involve abandoning the current Mailsort system, under which direct mail rates are expressed as a percentage of the standard postal rates. The new system means that the direct marketing industry will have its own separately calculated tariffs based on size, weight, volume and urgency

The Post Office is changing the way it charges for direct mail. The

moves will involve abandoning the current Mailsort system, under which

direct mail rates are expressed as a percentage of the standard postal

rates. The new system means that the direct marketing industry will have

its own separately calculated tariffs based on size, weight, volume and

urgency



Sainsbury’s has appointed WWAV Rapp Collins to handle the relationship

marketing for its Reward Card. The agency will spearhead a data-driven

marketing programme designed to capitalise on the initial success of the

Reward Card launch. To date, six million customers have registered for

the card



Fifty per cent of marketers now rate direct marketing as ‘very

important’, compared with only 27 per cent in 1994, according to the

Survey on Advertising Effectiveness carried out by the Institute of

Practitioners in Advertising among members of the Incorporated Society

of British Advertisers. All other disciplines increased their share of

importance, with the exception of trade advertising and sponsorship



Ignition Marketing has devised what it claims is the first ‘Instant Win’

technique, which uses product barcodes to identify winners. Using a

scanning technique called Scan and Win, developed for Spillers Petfoods,

the promotion is running across the Winalot dogfood portfolio. The

technique involves adjustments to barcodes on Winalot packs to enable a

winner to be instantly identified



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