TITLE

IS DM's FUTURE IN THE POST?

AUTHOR(S)
Russell, Sophia
PUB. DATE
March 2010
SOURCE
B&T Magazine;3/19/2010, Vol. 60 Issue 2712, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the role to be played by direct mail in the future of directing marketing (DM) in Australia. It says that DM and direct mail are seen as lost in the world of emerging technology. According to the author, DM and direct mail are under-represented as a media channel. The reluctance of media agencies and clients to invest more in DM and the need to integrate DM to the overall media mix are also discussed.
ACCESSION #
49200366

 

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