Direct Mail, Online Ads Gain Ground

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Fifty percent of marketers have decreased their television advertising budgets over the past year, while 35 percent have increased direct mail and online advertising budgets, according to a survey of 1,022 marketers conducted last month by for Veridiem Inc.

Respondents also said lack of data was a problem in planning their advertising strategies, according to the survey, which was released yesterday. One survey participant said, "Available data is limited, not readily accessible, and therefore is not analyzed and applied." Another said, "Either data is not available, or measurements aren't made."

Forty-seven percent said the ability to reallocate money to marketing vehicles that are working was an important benefit of gathering data.

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