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Benchmark: Where Marketing Dollars Go

Some data from a recent Gallup survey of 251 companies showing these companies' top direct-marketing tools.

With so many cyberspace options, you'd think that direct marketers would turn their backs on traditional methods of reaching customers. But a recent Gallup study of 251 midsize and large companies suggests that though 28% of them are on the Internet and another 39% are considering it, it's not seriously used for direct marketing -- yet. For generating sales, educating customers, and introducing new products, direct mail is still their top choice.

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Method and % of respondents naming it their top direct-marketing tool

Direct mail/catalogs 37.9%

Direct sales/sales reps 18.5%

Newspapers 10.6%

Television 10.1%

Magazines 7.5%

Telemarketing 4.0%

Brochures/flyers 2.2%

Radio 1.3%

Other 3.9%

None 4.0%

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Source: "Gallup Organization Direct Mail Study," a survey of 251 midsize and large companies, Pitney Bowes, Stamford, Conn., 1996.