There shouldn't really be a lot of difference between business and consumer direct marketing…after all, they're all people in the end. One recent test by a highly sophisticated direct mail firm seems to support this. For years they'd been selling their product with the usual razmatazz combination of multi‐personalised computer letter, four‐colour brochure, and a reply‐paid card with a glowing seductive “YES!” sticker and a dreary little greenish‐grey “no” sticker—you know the sort of thing.
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