|
Many businesses are turning to New Media – which includes the Web, interactive CDs, DVDs and information kiosks – due to proven higher response rates. For example, research indicates that when used for direct mail, CDs/DVDs create response rates that are nearly three times greater than print brochures. The recall of information on CDs/DVDs is also 50 to 60 percent higher than in printed materials. They are also more likely to be viewed, since recipients perceive them as “valuable” compared to traditional mail. 1 1 Cambridge Associates, “Analysis of the Use of CDs/DVDs for Marketing, Providing Instruction/Information, Communications and Premiums” for International Recording Media Association, Nov. 5, 2003. |