Survey of Direct and Interactive Marketing in Europe, 2003

It is essential for advertisers to have at their command data on the marketing disciplines they choose to use. Direct and interactive marketing has always been one of the most precise and scientific disciplines. We pride ourselves on being able to measure return on investment (ROI), and we apply a whole range of complex formulas to achieve optimal data management, etc.

 Direct mail continues to be the most popular 'medium' (if classified advertising in the printed press is not included) with newspapers attracting the second largest amount of advertising investment in Europe.

However, the telephone (both in and out bound telemarketing) remains a strong medium for direct marketing, and internet continues to grow very strongly.

In all the many fora for debate and discussion on marketing/advertising in Europe and beyond, the message is loud and clear: today's marketing budgets are spread much more evenly between the different media (advertising, direct marketing, sales promotion, sponsorship, point of sale etc). Today's marketing strategy is "integrated". The integration of marketing disciplines to maximise impact and effectiveness.

This book covers over 20 different countries and includes information on:

• Direct marketing expenditure
• Direct Mail/Teleservices/ Internet expenditure
• Addressed and unaddressed mail volumes
• Cost per item, etc.

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