Direct must earn consumer respect.(Viewpoint)(Brief Article)

Advertising Age, September, 2004

Direct marketing has earned the respect of the marketer. Now, it has to earn the respect of the consumer.

Practitioners of the discipline deserve the increasing interest and budgets that chief marketing officers are according them, and the increasing penetration of broadband in U.S. homes, coupled with the ever-growing database body of consumer information, will ensure its continued value.

But direct marketers must take care not to succumb to the same complacency that has left some traditional advertising agencies floundering for ideas in the consumer-controlled media environment of the Twenty First Century. They must rise to the challenge laid down by the 62 million people who added their names to the Federal Trade Commission do-not-call list....

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