DMA reports $1.73 trillion in U.S. direct marketing sales in 2000."The results of this study show that even in the face of an economic downturn Downturn The transition point between a rising, expanding economy to a falling, contracting one. downturn A decline in security prices or economic activity following a period of rising or stable prices or activity. , businesses still depend on direct and interactive marketing techniques to improve their sales operations," said H. Robert Wientzen, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of the Direct Marketing Association. "Every dollar spent for direct response advertising generates $9.03 in sales," Wientzen continued. "This is up from $7.67 in 1990 and $8.05 in 1995, which indicates direct marketing ad dollars are working harder and will lead to higher gross profit margins Gross profit margin Gross profit divided by sales, which is equal to each sales dollar left over after paying for the cost of goods sold. gross profit margin A measure calculated by dividing gross profit by net sales. ." According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a recent DMA (1) (Digital Media Adapter) See digital media hub. (2) (Document Management Alliance) A specification that provides a common interface for accessing and searching document databases. report, direct marketing generated $1.73 trillion One thousand times one billion, which is 1, followed by 12 zeros, or 10 to the 12th power. See space/time. (mathematics) trillion - In Britain, France, and Germany, 10^18 or a million cubed. In the USA and Canada, 10^12. in U.S. sales revenue last year. The report, titled 2000 Economic Impact: U.S. Direct & Interactive Marketing Today, forecasts DM sales at 9.6 percent annually through 2005, compared to 5.4 percent annual growth rate for total U.S. sales. Other findings include: * Business-to-business direct marketing continues to grow at almost double the growth rate of total U.S. b-to-b--with b-to-b DM sales at $792.8 billion in 2000, an increase of 12.1 percent over 1999 b-to-b sales. * Direct marketing advertising expenditures now represent more than half--56.5 percent-- of total U.S. ad expenditures, which were projected to be $339.3 billion in 2000. The report examines data on DM ad expenditures, revenue and employment in seven major media categories and in 52 major industries. To order a copy ($129 for members, $199 for non-members), call the DMA Book Distribution Center at 301-604-0187 or visit the Bookstore at www.thedma. org. |
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