Consumer Direct Mail Just How Effective is it?
Fiona BellRSGB, United Kingdom and Nick Francis Royal Mail, United KingdomTHE CONSUMER DIRECT MAIL MARKET
Direct mail is defined as personally addressed advertising delivered through the post. In Great Britain the direct mail industry is booming, despite one of the worst recessions on record. In 1993, 904m was spent on direct mail (including production costs) and the sector accounted for 10.8% of all advertising expenditure. This is compared with 7.7% in 1983. Direct mail expenditure in the UK is almost certain to have breached the...