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While direct marketers currently have more ways of sending their messages to the masses than ever before, consumers have more ways to ignore those lines of communication as well, according to the keynote speaker John Greco, the Direct Marketing Association president, at the April 27 Direct Media Client Conference and Co-op, writes Multichannel Merchant.
Greco told direct marketers to use the new “three Rs” - relevance, responsibility, and results - to “break through the clutter.”
On the topic of regulating the industry, Greco said, “Consumers are increasingly concerned about the level of trust they can place on marketers. Many people in the legislative world are waiting to regulate direct marketing.”
According to Greco, if direct marketers are relevant with their offers - creatively using data and integrating channels, while tracking responses - they can lessen the possibility of increased direct marketing regulation. “If we don’t start with self-regulation, and demonstrate we have the responsibility to self-regulate, we know what the optimum will be,” said Greco.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
