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The First Hungarian Overall Direct Marketing Sector Survey, 2006

2007-02-23 Webmaster
„Return to Sender”, the first Direct Marketing industry survey to span the whole of the national market has been carried out by the Hungarian Direct Marketing Association in cooperation with Szonda Ipsos. In this ’screening’ of the DM industry, data were collected through omnibus residental surveys and focus group interviews, telephone interviews and expert in-depth interview surveys with advertisers and agencies. This publication presents the summary of the survey findings broken down into six chapters, interspersed with explanatory and evaluative interviews with professionals involved in and supporting the research.
 
Contents
Concept and Scope of Direct Marketing
Size of DM Market in Hungary, 2006
-DM Market Turnover
-Turnover Generated through Agencies
-DM Market Turnover by Advertising Sectors
-Share of B2B
Number of Staff Involved in Direct Marketing
Database Use, Regulations, Privacy
Specifics of DM Tool Application
-Direct mail
-Unaddressed mail
-Telemarketing
-Mobile marketing
-E-mail marketing
Attitudes to and Effectiveness of Direct Marketing
-Attitudes to Direct Marketing – residential attitudes
-DM versus ATL– residentialcomparison
Future Prospects
 
Price
FEDMA members EUR 156 + 20 % VAT
Non members EUR 195 + 20 % VAT
 
Order-form is available on www.dmsz.hu/microsite
 
Hungarian Direct Marketing Association
H-1134 Budapest , Tüzér utca 39., Tel.: +36 (1) 413 6397, Fax: +36 (1) 342 0536, info@dmsz.hu, www.dmsz.hu