Health-services companies made $11.86 in sales for every dollar they spent on direct-marketing advertising, according to a new report from the Direct Marketing Association, which states that that companies spent $2.4 billion on direct marketing in 2007 and that this helped generate $28.7 billion in sales.
By 2012, spending is expected to increase 62% to $3.9 billion, and related sales will climb 60% to $45.8 billion, but there will be a slight drop in return on investment to $11.74 per dollar spent, according to the report.
Most direct-marketing-driven sales come from three sources: telephone solicitation (32.7%), Internet advertising (24.8%), and direct mail (23.9%), according to the report, but companies will invest the majority of their advertising budgets on Internet promotions by 2012, with commercial e-mailing expected to increase 25% each year between now and 2012.
The 57-page report is available to DMA members for $135 and for $240 to nonmembers, according to a news release. -- by Andis Robeznieks
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