The rich and the worthy: America's banks are taking direct marketing one step further. Armed with new software technology, they are building databases to determine who should get the best deals
Article Abstract:
Banks are beginning to use their extensive files to target prospective customers more efficiently. By using databases in conjunction with direct mail, banks have been able to cut ad expenditures by as much as 60%. Many cite response rates for direct mail that are five times what they were before data bases were utilized. A major stimulus to this kind of target marketing has been the implementation of the Marketing Central Information File, which allows banks to download and sort consumer information by household.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Judgement day for fat-free foods
Article Abstract:
Eight reduced fat products are graded on the basis of sales and momentum. The scores are Kraft General Foods Inc's Kraft Free salad dressings, A; Frito-Lay Inc's Ruffles Light, Doritos Light, Cheetos Light, B+, D- and C, respectively; Entenmann's Inc's fat-free desserts, B-; ConAgra Inc's Healthy Choice frozen meals, B-; McDonald's Corp's McLean Deluxe, F; and Dreyer's Grand Ice Cream Inc's American Dream, Incomplete.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
User Contributions:
Comment about this article or add new information about this topic:
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