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DIRECT MAIL ADVERTORIAL AS A MARKETING TOOL GETS ATTENTION RESPONSE THAT CAN BE MEASURED – One
of the biggest challenges facing advertisers is to DIRECT MAIL PROVIDES you with a very precise
method of measuring response since it invites a ACCORDING TO FIGURES prepared in 1995 by the Point Measurement Bureau (PMB) about 60% of Canadians “read or look at” their mail “most of the time” and about 30% “some of the time”. So, as a direct mail marketer, you have a good chance that your message is getting through. ANOTHER STUDY CONDUCTED in 1994 by the International Mass Retail Association showed that direct mail is recalled about 58% of the time; well ahead of bill boards with a 29% recall rate and radio with a 49% recall rate. The recall rate was slightly ahead of newspapers at 56% but well below television at 76%.
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