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Letters.

Publication: Precision Marketing
Publication Date: 06-DEC-02 		Format: Online - approximately 983 words
Delivery: Immediate Online Access

Article Excerpt
Direct marketing will flourish in hard times.

John Watson makes a good point when he asks is a recession "all bad news?" (PM November 29). I agree that as economic pressures and the need to justify marketing spend increases, direct marketing really has the opportunity to shine.

There are many senior managers out there who remember the impact of how marketing budgets were decimated during the last recession in a misguided attempt to cut costs.

They understand that short-termism did companies no favours in the long run, and that generating potential new customers is essential. So this time they are maintaining as much visibility as possible, but making the budget work as hard as possible to fight their way out of recession.

Accountable marketing with a direct correlation between expenditure and sales and more immediate return on investment is much more defensible than 'image' or brand...

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