How Non-DMers Measure Up

Posted on by Chief Marketer Staff

It’s easy to see what Canadian consumers got from a recent Bank of Nova Scotia sweepstakes. More than 90 who registered at a special Web site won free plasma television sets.

The bank got something that was more intangible but no less valuable. It figured out how to measure the impact of its brand advertising.

It already had a handle on direct mail and e-mail, both of which it used to drive consumers to its

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