Short Cuts
E-mail provides the greatest return on investment of any medium, especially when sent to customers, according to a new response rate survey from the DMA. The study found that e-mail produces an ROI index of 14.2 for marketers soliciting direct orders, generating leads or building store traffic. Second on the list was direct response television with an index of 8.4. The other runners-up included inserts (7.3), direct mail (7.2), dimensional mail (5.6) and radio (5.1). Catalogs scored an index of 4.6 and the telephone 4.2 even though both generated higher response rates than other DR media. The study measures data on more than 1,500 companies.
MTV Networks Europe has tapped Draft London to produce an integrated campaign to support the MTV Europe Music Awards 2003, to be held later this year in Edinburgh. The budget was not revealed.
The economy is finally improving, judging by the DMA
