학술논문
The rise of fl's 'junk mail' junky.
Document Type
Article
Author
Source
Subject
*Direct marketing
*Industries
*Consumer behavior
*Print advertising
*Response rates
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Language
ISSN
0955-0836
Abstract
The article presents the author's views regarding challenges faced by direct marketing in the New Zealand industry. A study regarding media preference of consumers reflected well on traditional paper-based direct marketing, especially magazine advertisements. The main challenge is whether the market has the depth of direct marketing talent to take advantage. According to the author, while the industry is investing more in recruiting direct from universities, there are some gaping holes for direct and interactive marketers with around four-plus years' experience.