Magazine article Marketing

Halt This Deluge before It Harms Personal Health

Magazine article Marketing

Halt This Deluge before It Harms Personal Health

Article excerpt

I got a letter from Jan Smith, the marketing director of Mazda Cars, last week.

She was trying to sell me a car in which I have minimal interest, but she didn't help her case by incorrectly spelling my name and address.

Now, I have nothing against Ms Smith or Mazda Cars specifically -- I've never met Ms Smith, but I have been to Mazda's amazing factory in Hiroshima and can reassure Mazda owners that their cars are put together with a lot more attention to detail than its direct mail pieces.

But I am against the current "flavour of the month" medium, direct marketing.

Mazda has been crowing about the success of such mailshots; Air France has sacked its ad agency and replaced it with a direct marketing outfit; and Heinz has announced a huge direct marketing effort.

It appears that direct marketing is an epidemic. The Post Office's latest figures suggest an 8% year-on-year growth to 2.4 billion pieces.

I think I personally received about 2.2 billion of that total, and I just can't fathom out why a middle-aged adman with no money should be so attractive to these paper pedlars. …

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