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ADVERTISING AGE AND UNITED STATES POSTAL SERVICE ANNOUNCE DIRECT MAIL SYMPOSIUM AND ADVERTORIAL

 NEW YORK, Sept. 16 /PRNewswire/ -- According to McCann-Erickson Worldwide's survey of U.S. advertising expenditures, direct mail accounts for over 19 percent of total advertising dollars and is the third-largest and fastest growing major advertising medium. Advertisers spent $25.5 billion on direct mail in 1992; a seven percent increase is projected for 1993. Investment bankers Veronis, Suhler & Associates, New York, project that mail spending will reach $34.8 billion in 1997, up 36.5 percent from 1992's $25.5 billion.
 Advertising Age and the U.S. Postal Service address the needs and concerns of this multi-billion dollar industry with a series of one-day symposiums in three major cities (New York, 9/22/93, Bridgewaters; Chicago 11/17/93, Bar Association; and Los Angeles, 1/19/94, The Museum of Flying in Santa Monica). The partnership also includes an advertorial developed by Advertising Age and the Postal Service to run in the Sept. 27 issue of Advertising Age. It also will be distributed at each symposium and at the Postal Service's National Postal Forum in Minneapolis, Sept. 26 - 29, 1993.
 As marketers look for better ways to target current and potential customers, they are devoting more advertising dollars to direct mail. To do so effectively and efficiently, they need information about loyalty programs, sophisticated customer databases, consumer attitudes about direct mail, and examples of successful executions. Both the symposium and advertorial are designed to provide this essential information.
 The advertorial includes information on relationship marketing, database management, and success stories on using the mail to grow business.
 Direct mail success stories are shared at the symposium by executives from AT&T, Apple Computer, Carter Hawley Hale, The Disney Company, Sears and American Express. Executives from The Nucifora Consulting Group, R.L. Polk, Rapp Collins Marcoa, and Wunderman Cato Johnson focus on topics including relationship marketing, sophisticated use of databases, and creative executions. Jonah Gitlitz, president of the Direct Marketing Association, also participates, and Advertising Age Ad Review columnist Bob Garfield looks critically at direct mail packages.
 The symposium is by invitation only on a first-come, first-serve basis.
 A weekly publication covering marketing, advertising, and media, Advertising Age is where the world gets the word on marketing. With a 100 percent paid circulation and a weekly readership of 316,000, Advertising Age is the flagship publication of Crain Communications, a privately owned company publishing business, trade, and consumer newspapers and magazines.
 -0- 9/16/93
 /CONTACT: Carol Rizzardi, 212-210-0716, or fax, 212-210-0440, for Advertising Age/


CO: Advertising Age; U.S. Postal Service ST: New York IN: ADV SU:

SM-LD -- NY003 -- 2541 09/16/93 08:00 EDT
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Date:Sep 16, 1993
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