New Research Findings Validate the Impact of Video Direct Marketing

Brandweek, July 10, 2000 by Paul Scott

In short, authentic evidence supporting video's efficacy as an effective direct marketing vehicle continues to mount. While there is much research to do in the future, this first comprehensive study will go a long way to providing the factual foundation for the efficacy of video as one of the most attractive tools for direct mail, premiums and promotions.

Paul Scott is Senior Vice President of Worldwide Sales for Technicolor. Technicolor is the world's largest independent manufacturer and distributor of videocassettes, CDs and DVDs and serves an international base of entertainment, software and promotional customers. Scott also serves as the CoChair of IRMA's VHS Coalition, a group that promotes the dominance and long-term viability of VHS.

(*.) Kagan Associates 1999/2000, Adams Research 1999, IRMA Market Intelligence Reports 1999/2000