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'TELEMARKETING CREATES AND PROTECTS JOBS' -- KEYNOTE SPEECH BY INDUSTRY VISIONARY AT NATIONAL CONFERENCE

 ANAHEIM, Calif., May 12 /PRNewswire/ -- Telemarketing is helping many of the nation's largest businesses beat the recession because it reduces the cost of doing business and creates new jobs while protecting existing jobs. The point was driven home by Dwaine Canova, chairman/chief executive officer of Zacson Corp., of Pleasanton, Calif., a leading provider of telemarketing and integrated marketing services at the TBT Spring '93 telemarketing conference here.
 Canova, a Wharton School of Finance graduate and industry visionary, provided inspiration and insight in his keynote, "What Telemarketing is Doing For America." According to Canova, the ability to establish customer relationships over the phone will enhance a company's market presence, build sales figures and support field sales by allowing them to become more efficient.
 "New markets are being opened, communications with customers are improving and new levels of customer service are being reached, all while reducing a company's operating costs," Canova said. According to Canova, telemarketing is the only direct marketing medium that offers two-way communication. When telemarketing is used as both a distribution channel and a market intelligence tool, businesses get immediate feedback on the effectiveness of their marketing campaigns. This allows a company to tailor its message to ensure an effective, integrated campaign.
 Most successful direct marketing campaigns generate a 2 percent response. Integrating telemarketing with direct mail and traditional marketing communications can increase that response as much as five times.
 "Telemarketing delivers immediate response, instant satisfaction and fast resolution in an era when time saved is a competitive advantage," Canova said.
 Canova credits telemarketing with the creation of more than 4 million new jobs in the past decade. According to Canova, telemarketing has grown from a $60 million industry in 1985, to $450 million today. The industry is expected to achieve 25 percent growth, or 500,000 new jobs annually through the decade.
 Telemarketing also protects existing jobs because firms utilizing telemarketing can reach untapped sales opportunities. The net result is job growth, since more individuals will be needed to manufacture or service newly created markets, Canova said.
 Zacson has been awarded the "Telo Award," for outstanding innovation and standards five years in a row. Contact Peggy Moretti at Zacson Corp., 3825 Hopyard Road, Pleasanton, CA 94588, 510-463-7300.
 -0- 5/12/93
 /CONTACT: Len Fernandes of LF Communications, 510-538-8916/


CO: Zacson Corp. ST: California IN: TLS SU:

BP-JL -- LA001 -- 7677 05/12/93 15:03 EDT
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Date:May 12, 1993
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