TheCanadian Direct Marketing Association is launching an ad campaign this fall telling consumers to look for the cdma logo before buying through direct response solicitation.
The more than 900 cdma members will use the logo on direct response communications, including infomercials and drtv advertising.
John Gustavson, president and chief executive officer of the cdma, says the ‘Look for the Logo’ print and package insert program was created to overcome the hesitancy of many consumers to shop from home by telephone or mail.
The cdma retained Goldfarb Consultants to conduct focus group research in March in Toronto and nearby Waterloo, Ont. to ascertain how consumers feel about direct marketing.
The research suggested direct marketers will have to work harder to build consumer confidence in the guaranteed reliability of products and services bought through direct response tv, direct mail, telephone sales and catalogues.
The campaign consists o f print advertising in magazines put out by cdma-member companies; package inserts sent by all cdma member companies with shipments of their products and services, and information contained in newsletters sent by mps to their constituents.
