Direct Response articles from October 1 2001

Direct Response archives from October 1 2001

Testing times for all.(issue contents)
October 1, 2001... It may be asking a bit much of our upwardly-mobile, time-poor readers, but those of you with ahead for detail may recall that it's now two years since a revamped Direct Response graced your desks. Though the mission remains the same -- for...

'Business as usual' call to dma us. (DOWNTURN).(Direct Marketing Association )(Brief Article)
October 1, 2001... The president of America's Direct Marketing Association (DMA US) will attempt to rally the US and global direct marketing industries in the aftermath of September's terrorist attacks, when he addresses the association's annual conference in...

SMEs confront new data protection law. (DATA PROTECTION).(United Kingdom's 1998 Data Protection Act)(Brief Article)
October 1, 2001... Thousands of small businesses in the UK remain oblivious of their data management obligations under the 1998 Data Protection Act, which comes fully into force this month. This is the stark view formed by business information provider...

Airline cuts begin to hurt. (TRAVEL).(direct marketing cutbacks)(Brief Article)
October 1, 2001... Suppliers and agencies are bracing themselves for swingeing cuts in airline direct marketing budgets, as the effects of the terrorist attacks in the US on 11 September begin to bite. The chief casualties of the airline industry crisis to...

Direct Response's Smart Awards to get a commercial spin. (SMART AWARDS).(direct marketing awards)(Brief Article)
October 1, 2001... The Direct Response Smart Awards, the premier awards for suppliers in direct marketing, is getting a makeover. Next year's competition is being restructured to emphasise the business effectiveness, rather than just the attractiveness, of...

Dunnhumby opens data arm. (DATA).(dunnhumby Data Services and 'Crucible' data pool)(Brief Article)
October 1, 2001... The database analyst bureau dunnhumby is poised to shake up the information-gathering industry with the launch of a new division, dunnhumby Data Services. The company is moving into data prospecting and acquisition with the launch later...

COI to put dm suppliers through their paces. (CLIENTS).(UK Central Office of Information's direct marketing agencies)(Brief Article)
October 1, 2001... The new direct marketing roster of the Government's COI Communications department has been finally put to bed after an exhaustive pitch process. The trouble is, none of the agencies, list brokers, printers and contact centres that have...

New persona for the paper with punch. (REDESIGN).(Direct Response redesign)(Brief Article)
October 1, 2001... Direct Response has had a mini redesign to coincide with its second birthday. Bought by Haymarket two years ago and relaunched, DR is now firmly positioned as the industry's 'How to' magazine. New elements include an 'Opinion' section,...

Royal mail posts new lines. (MAIL).(Brief Article)
October 1, 2001... Royal Mail is rolling out a raft of commercial initiatives aimed at protecting its share of the mail media market in the face of competition. The moves come as Hays DX, a B2B document exchange company, was awarded the first operating...

Creative head voices concerns. (CREATIVITY).(Brief Article)
October 1, 2001... The future of direct marketing could be undermined if the levels of strategic thinking and creativity are not raised, a leading creative director has said. The reason why clients buy so much bad direct marketing is because agencies sell it...

DM emerges as frontrunner.(direct mail marketing)(Brief Article)
October 1, 2001... Direct marketing is overtaking mass advertising to become the preferred method of communicating with consumers, according to a new survey. The Datamonitor report, Building Valuable Customer Relationships Offline, surveyed both agencies and...

Drayton bird on... testing. (OPINION).(direct mail advertising campaigns)(Brief Article)(Column)
October 1, 2001... Asked to define the perfect client at a conference once, I said without hesitation: "Willingness to test". It was one thing that attracted me to DM -- the fact that you could know what would work and what wouldn't, as opposed to guessing....

Letters.(Brief Article)(Letter to the Editor)
October 1, 2001... Paying heed to a customer's needs I was heartened to read (Direct Response, August/September, p36) that the MM Group replaced the interactive voice response system it was using to handle calls to the UK Passport Service (UKPS), because it...

Ken gofton on... tacky mailings. (OPINION).(Brief Article)(Column)
October 1, 2001... Forget the DMA's night out at the Grosvenor. The award that really counts is 'Old Grump's Prize for the Tackiest Mailing of 2001', which goes to...er, hang on... it's not opening the winners' envelope that's the problem, but reading the small...

How to... plan and use external data: Mark Arnold of Zed Data Broking sets out the key steps to formulating your data masterplan.(Brief Article)
October 1, 2001... As recession looms and clients scrutinise the efficiencies of their above the line spend, the value of more targeted and accountable media, such as direct mail, becomes more apparent. Many of you may be considering the medium for the first...

In accordance with Europe: Jodie Sangster fields questions on the opt-in/opt-out ruling by the EU and transfering data to the US. (LEGAL EAGLE).(Brief Article)(Interview)
October 1, 2001... Q: Has there been a definitive European Union ruling on the legal status of e-mail opt-in and opt-out in Europe? There was a meeting a few weeks ago regarding the EU Directive on Electronic Communication and Data Privacy at which the matter was...

A short history of briefs: Great direct marketing will never be delivered if you begin with a bad brief, warns Lucy Jarman, director of strategy and planning at Mason Zimbler. (CREATIVE MASTERCLASS).(Brief Article)
October 1, 2001... As a marketer, be it client-side or agency-side, the biggest thrill you get is when campaign responses start to roll in thick and fast. When the combination of thinking, creativity and placement come together, you hit the jackpot. You are...

Ads on trial: Aency creatives give a direct response twist to three high-profile, above-the-line campaigns.(AudiA2/BBH)(Brief Article)
October 1, 2001... 1. AudiA2/BBH It's not hard to make such a striking car look good. What's slightly more challenging is getting a product benefit like fuel economy across in an original, entertaining and memorable way. So, hats off to everyone involved...

Igniting an online fuse: Janet Hoy saw the light when she got involved in new media. (SUPPLIER PROFILE).(Brief Article)
October 1, 2001... When Janet Hoy set up Ignite-Mail a year ago it was with the conviction that clients could be getting a better online service from their traditional marketing suppliers. Instead of simply offering e-mail and web capability as an extension...

My best Lesson.(Brief Article)
October 1, 2001... Like most people, I came into marketing from a large agency, and like most people I enjoyed the feeling that working on big projects, for big clients, offers. The down side is that you start to become conditioned, institutionalised and...

Content versus style. (Course review).(direct mail letter-writing)(Brief Article)
October 1, 2001... Course Direct Mail Letter Writing Duration One day Cost [pounds sterling]335 + VAT for IDM members, [pounds sterling]355 + VAT for non-members Audience For those accountable for DM letters, whether their own or the work of others....

Movers shakers: In a Movers & Shakers special, Rachel Barnes talks to five young direct marketers who have just completed the IDM's Graduate Apprenticeship Programme at various DM agencies.(Brief Article)(Interview)
October 1, 2001... Perminder Shangra: TMW "On my first anniversary of joining TMW, I was promoted to account manager. I believe the Graduate Apprenticeship Programme (GAP) provided me with the skills I needed. Pitch presentation was the most useful part...

Which list?: New or updated consumer, business and online lists.(Brief Article)
October 1, 2001... Consumer lists Travel and lifestyle Marketing and Media Solutions has updated its Traveller's file, a 50/50 male/female, predominantly 35-55 year-old list made up of readers of Phoenix Publishing's titles, including lifestyle and...

Make your wish list: A more creative approach to list selection is providing clients with exciting opportunities. (LISTS).
October 1, 2001... As list brokers, we are often asked to extol the virtues of creativity in list selection, which we actually rather like to do. Let's face it, it makes our job that much more interesting if the client is prepared to accept more from us than...

Web technology fulfils its promise: Fulfilment houses are opening their IT systems to client access and starting to appreciate the benefits. (HANDLING AND FULFILMENT).
October 1, 2001... In the pre-wired world, companies relied on their fulfilment house to provide them with information on stock and order levels. But thanks to the Internet, they can now link directly to its systems and find out what they want at any time. For...

More than the sum of direct mail parts: The increasing sophistication of mailing campaigns is pushing printers to become masters of all direct marketing trades. (PRINTING FOR DIRECT MAIL).(Brief Article)
October 1, 2001... The classic constituents of a direct mail piece are generally defined as: list, offer, timing and format. Of these, it might be thought that the printer and mailing house is concerned only with the last - and often considered the least...

Ask the experts.(Brief Article)
October 1, 2001... ? Our outbound B2C customer service and telemarketing agency has been experiencing connectivity problems. Agents are failing to contact named customers and diallers keep calling dead lines. As a result, call targets are being missed and...

Stuart archibald: Managing partner of archibald ingall stretton.(SECRETS OF MY SUCCESS).(Brief Article)
October 1, 2001... "Penning a column like this can set you off on a bit of self-analysis: Will I appear arrogant? How successful am I really? And how did I get here, anyway? Anyone who knows me will (hopefully) testify that I'm not into that kind of...