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Direct Mail in the Media Mix by SappiSappi, the leading supplier of coated fine paper to the global advertising and promotions industry, has used this year's Cannes Lions international advertising festival to launch "Direct Mail in the Media Mix".
It marks the first of a series of books targeted at specific media sectors to increase understanding of the leading role print can play in effective brand communication.
In addition to featuring direct marketing luminaries Lester Wunderman, Seth Godin and Don Peppers, the book provides insight into consumer behaviour, the measurability of direct mail and perspectives on creativity from leading advertising industry figures Rory Sutherland (Ogilvy), Lor Gold (Draft), Fran ois Renard (Wunderman) and Nick Meads (Carlson Marketing Group).
The Norwegian Post, UNESCO and Reader s Digest are some of the direct mail campaigns also featured in the book.
"Successful direct marketing is surprising, entertaining, astonishing: it is smart and compelling and it is involving.
This is what makes it efficient," Fred Koblinger, president of this year's Lions Direct jury, says.
"Except for personal conversation, mailings are the most personal way to communicate with somebody."
Germany, the United Kingdom and France are the leading markets using direct mail as an advertising medium while the Netherlands, Denmark and Swed
more: Direct Mail in the Media Mix by Sappi
2/7/2005 | Viewed 21,569 time(s)
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