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Article

This article explains how big data can help marketers use direct mail more effectively as part of an omnichannel strategy.

Article

This research demonstrates how UK consumers interact with mail as it flows throughout the average household and provides advice for brands to make the most of this channel.

Article

This article argues that digital advertising needs greater transparency as advertisers allocate more of their budget to this channel and concerns are raised about viewability and fraud.

Case Study

This report describes research conducted by Royal Mail, the UK postal delivery service, to understand what variables increase the effectiveness of direct mail.

Article

In the UK direct mail volumes have been dropping, but in 2006 the medium still accounted for 12.2% of advertising spend.

Article

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, as agency managements promote the more digitally savvy.

Article

The rapid growth of online and digital advertising has led many to ask whether traditional mass communications like television commercials and direct mail have a future.

Article

In this article, Alex Batchelor, marketing director at Royal Mail, talks to Judie Lannon, the Editor of Market Leader, about the opportunities direct mail offers and how Royal Mail is bringing a fresh approach to marketing itself.

Article

Despite a reputation for being irritating and annoying, direct mail continues to attract growing expenditure while other budgets suffer.

Research Paper

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail.

Article

Before the internet, 'response' media comprised vehicles like print advertising with coupons, television commercials with a dedicated line to ring, direct mail and doordrops.

Article

Mike Colling, founder of MC&C, argues that the traditional view that strength of relationship between consumer and medium adds to advertising effectiveness is wrong when applied to direct response.

Article

Philip Kirk, head of the Media Development Team at Royal Mail, and Graham Spickett-Jones, from Hull University, describe new research designed to provide hard evidence of mail's capacity as a medium to deliver long term value - and make a strategic impact within an integrated plan.

Article

With the recent reissue of Lester Wunderman's 'Being Direct', Martin Thomas, a partner at Nylon, reflects on the insights and predictions of 40 years ago.

Article

Clive Humby, chairman and founder of dunnhumby, argues that the effectiveness of direct marketing campaigns needs to be looked at more carefully.

Research Paper

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the results of a campaign should be used for selecting the target group for a new campaign.

Research Paper

This paper investigates the possibility of identifying clusters among consumers receiving sales flyers from retailers (supermarkets, etc.).

Article

Mike Colling identifies eight key issues which he considers necessary when budgeting for direct response marketing.

Research Paper

This article examines the contribution of direct mail advertising to average weekly unit sales of a national fast food franchisee.

Research Paper

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior.

Article

This is a piece on direct mail by Tim Rivett of Royal Mail. The article centres on the concept of media neutrality and the part that direct mail has to play.

Article

An article which introduces four features on direct marketing. It reminds readers that direct marketing has been the great advertising phenomenon of the last twenty years.

Article

This best practice article provides on overview of the direct marketing industry. It defines the two key elements of the medium - direct contact (mail, telemarketing etc) and direct response (media advertising).

Research Paper

The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be very difficult.

Article

Tom Rayfield's piece centres on the importance to brands of emotional loyalty and the work in this area by Garth Hallberg the author of 'All Consumers Are Not Created Equal' and a contributor to the Ogilvy Loyalty Index.