Joe Mandese, Admap, October 2007, Issue 487, pp. 8-8
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.
Alex Batchelor, Market Leader, Issue 37, Summer 2007, pp. 19-22
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.
Philip Kirk and Graham Spickett-Jones, Admap, March 2006, Issue 470, pp. 32-35
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.
Johannes Ruhland and Wendy Gersten, ESOMAR, Automotive Conference, Lausanne, March 2004
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.
Roderick White, Admap, September 2002, Issue 431, pp. 14-15
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).
Meta Menkveld and Jeroen Rietberg, ESOMAR, Online Audience Conference, Cannes, June 2002
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.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.