Consumers continue to ignore credit-card offers

Article Abstract:

BAIGlobal Inc. of Tarrytown, NY, reports that consumers continue to disregard direct mails designed to stimulate credit card use. According to Inside Track, the firm's credit-card retention and activation study, consumers holding more than half of all general purpose cards receive at least one communication each month, encouraging them to retain their cards or use them more often. The study found out that immediate response to the offers was a mear .5%. It concludes that the higher response of cardholders planning to use the marketing offers suggests that the promotions are catching the customers' attention but do not stimulate a strong call to action.

Market information - general, Industry Market Data, Credit Card Issuing, Consumer Bank Credit Card Svcs, Bank credit cards, BAIGlobal Inc.

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USA Today campaign uses outside agency

Article Abstract:

USA Today of Arlington, VA, has contracted St. Louis, MO-based DIMAC Marketing Corp. to test a direct mail package in summer of 1998. The move marks the firm's break from traditional in-house marketing campaigns. The campaign will target 500,000 to 700,000 households nationwide and offer subscriptions to USA Today. The results will determine if the newspaper needs to continue using outside resources or not for its marketing. DIMAC will reportedly test several creative formats, including USA Today's control package. The agency has determined several customer prospects, including avid readers, college students, frequent travelers and sports enthusiasts.

Contracts & orders received, Newspaper Publishers, Direct Marketing Services, Direct Mail Advertising, Daily & Sunday Newspapers, Ad Testing, Direct marketing, Daily newspapers, Gannett Company Inc. USA Today, DIMAC Marketing Corp.

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