Direct hit
Article Abstract:
Direct marketing is undergoing a change as a result of computer technology and data gathering, which permits marketing efforts to target consumers more accurately. Direct marketing was initially carried out by local retailers who knew their customers. Mass production and mass retailing gave rise to mass advertising. The cost of advertising has risen and direct marketing has become more important with computer technology. Companies are more likely to seek permission from consumers prior to sending them advertising, since they do not wish to alienate them.
Publication Name: The Economist (UK)
Subject: Business, international
ISSN: 0013-0613
Year: 1999
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Going cheap
Article Abstract:
Consumers may be offered free goods and services by companies seeking to obtain data on their shopping habits, hobbies and incomes. Advertisers are better able to target consumers with this knowledge, so consumers may also receive advertising they do not want. There are proposals for information brokers who protect consumer privacy while acting as intermediaries for information on consumers. Traditional businesses may be best placed to take on this role since they have a wide range of customer data and a brand seen as trustworthy.
Publication Name: The Economist (UK)
Subject: Business, international
ISSN: 0013-0613
Year: 1999
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The party's over
Article Abstract:
Advertising agencies are suffering great financial setbacks as the worldwide recession causes even major industries to reduce advertising. The financial states of the biggest ad agencies in Europe are discussed.
Publication Name: The Economist (UK)
Subject: Business, international
ISSN: 0013-0613
Year: 1992
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