A recent study conducted by Goldfarb Consultants for National Public Relations finds consumers rate the credibility of direct mail substantially lower than they do that of tv, radio or magazines.

But John Gustavson, president and chief executive officer of the Canadian Direct Marketing Association, is quick to assert the study is not relevant to the direct marketing industry since it does not distinguish between addressed mail generated by direct marketers and unaddressed junk mail.

Direct marketers generated about 10% of the 14.7 billion pieces of direct mail delivered to Canadian households in the year ending March 1993.

The study also found consumers rate tv as the most credible medium for advertising and news.