Magazine article Folio: the Magazine for Magazine Management

Do Consumers Know What They Want?

Magazine article Folio: the Magazine for Magazine Management

Do Consumers Know What They Want?

Article excerpt

The Direct Marketing Association is considering making the use of its Mail Preference Service list--the names of two million people who do not want to receive direct mail--a condition of DMA membership. This bothers some direct marketers, especially those who go against DMA guidelines and mail to the people who say they don't want to receive mail. Frequently, the response rate is higher among these people, prompting the mailers to say, "See, consumers don't really know what they want." There are at least three good reasons why people who say they don't want to receive direct mail respond anyway, according to Bill Duch, senior vice president of Cowles Media Services in Stamford, Connecticut. First, although people on the MPS list say they don't want to receive direct mail--period--the list does not allow them to differentiate between products. There is an argument to be made that each advertiser has to have his own suppression file, says Duch. …

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