Direct marketing as a medium
You can’t scratch a TV ad. A direct advertisement can tell a story.
Attention and coverage
According to a study that the Kuulas Millward Brown research agency carried out on the spontaneous recollection of advertising, the best remembered campaign during a week in April 2008 was an unaddressed direct marketing campaign. The television and magazines did not make it onto the list. The same media topped the list when respondents were asked to spontaneously name an advertiser or product. The survey led to the following results: newspapers 81%, direct marketing addressed to the recipient 68%, unaddressed direct marketing 66%, television 54%, and magazines 41%.
And what about coverage? We reach 2.4 million households and 4,000 companies five days a week. In fact, direct marketing is the only medium that can reach nearly 100% of households. Not that we expect such a mass delivery to be needed anytime soon, but you never know. Give us a call.
(Source: Mainonnan spontaani muistaminen (“Spontaneous recollection of advertising”), Kuulas MillwardBrown 2008))
