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DMA Survey Finds That the Majority of Web Users Prefer the Current Model of Online Advertisements
DMA Survey Details Benefits of the Internet that Consumers Love
"The Internet revolution goes on and we are proud that our members continue to be the leaders in providing relevant marketing materials to consumers at the very time they are interested in knowing more about particular products and services,” said DMA President & CEO John A. Greco, Jr. “The verdict is in — consumers have overwhelmingly responded to an open Internet supported by relevant advertising."
Consumer response to a national survey of more than 1,000 adult consumers, which was conducted during the weekend of October 26-28 on behalf of DMA by ORC International of Princeton, NJ, found the following:
In response to calls by certain groups for a “do-not-track” list, DMA Executive Vice President for Government Affairs and Corporate Responsibility Steven K. Berry said, “Such a list would significantly undermine the successful business model of the Internet by limiting benefits to consumers, stifling innovation, and eliminating the valuable and effective marketing supported content. It is overwhelmingly clear that the great majority of Americans embrace relevant marketing. This is a ‘solution in search of a problem.’ ”
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents nearly 3,600 companies from dozens of vertical industries in the
In 2007, marketers — commercial and nonprofit — are forecast to spend $173.2 billion on direct marketing in the
The Power of Direct: Relevance. Responsibility. Results.
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