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BTB Marketers Are Told To Smarten Up
By DMNews.com
Source
Article Date: 2003-03-21
Nancy Harhut didn't mince words as she began her session yesterday at the Direct Marketing to Business conference here. "We have a problem today, and that problem is this: There's a lot of really bad direct marketing creative out there," said Harhut, senior vice president and creative director at Mullen, Wenham, MA.
"When I say 'bad,' I don't mean that it doesn't look pretty or it's not conceptual or it's not well-written, although sometimes that is the case. "What I'm saying is it's not smart. If your direct marketing creative isn't smart, it's going to have a negative impact on your open rate, your read rate and your response rate."
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About the Author:
DMNewz.com is a major industry portal for Direct Marketers.
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