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TV and direct marketing 'should be integrated'
Marketing News |
01/02/2010
Larger businesses should consider integrating established promotional activities such as email marketing with TV advertising, it has been claimed.
The Direct Marketing Association (DMA) encourages firms to combine online advertising strategies such as email marketing, with direct mail and television advertising.
According to the organisation, there is a direct correlation between the use of TV in conjunction with other media channels to encourage greater consumer responses.
Robert Keitch, chief of membership and brand at the DMA, said advertisers must change the way they perceive the relationship between direct and mass marketing media.
He added: "Any brand concerned with maximising their marketing return on investment and amplifying the effectiveness of its influence on the consumer should take note of the proven benefits of integrating direct marketing and TV."
Marketing commentator Kevin Gibbons recently told Econsultancy that all advertising campaigns should be socially responsible, especially if minors may form part of the audience.
Posted by Stephen Wilkinson
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