DM effectiveness improves during 2004 as expenditure decreases

by Daniel Farey-Jones, Brand Republic 08-Mar-05, 07:00

LONDON – Direct mail effectiveness improved by 27% in 2004, according to media monitor Thomson Intermedia, which launched a new advertising expenditure barometer with accounting firm KPMG yesterday.

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Direct mail: response rates up 27%

Direct mail: response rates up 27%

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