Direct mail and TV advertising: complementary channels

This 2008 benchmark consumer research study, conducted by Hall & Partners, shows the degree to which direct mail can help TV budgets work harder.

Key findings include:

• How consumers see TV and mail as complementary media, each performing a very different role.

• TV's return on investment is four times higher when mail is part of the media mix.

• The guaranteed reach of mail is increasingly important as ad-avoidance technologies take hold.

The report also sets out clear ways in which mail can help to add value to TV advertising. These include giving people literature to keep for future reference, providing more detailed information about a product or service, and building customer relationships.