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THIS WEEK: BT joins Maiden in outdoor trial

14 Dec 1995

British Telecom is teaming up with Maiden Outdoor to launch Postercall, the first direct-response outdoor poster scheme.

BELOW-THE-LINE: BRIEFS

14 Dec 1995

Sweden tucks in to UK

THIS WEEK: Land Rover tops direct winners

08 Dec 1995

Land Rover s decision to use only direct marketing for the key launch of the first all-new Range Rover for 25 years has earned the company and its agency Craik Jones the top prize in this year s Direct Marketing Association/Royal Mail awards.

THIS WEEK: Euro MPs move closer to block on cold calling

23 Nov 1995 | by DAVID TEATHER

The direct-marketing industry suffered the worst possible result in Europe this week, as Euro MPs voted for a ban on cold calling into the Distance Selling Directive late on Tuesday night.

BELOW-THE-LINE: ‘Soft booze’ focuses spend below-the-line

23 Nov 1995 | by HARRIET MARSH

Alcoholic hard soft drinks are the success story of 1995 - yet the battle for market share and consumer attention is not being fought in the high exposure above-the-line arena. Instead the brands entering the alcoholic soft drinks sector have launched, and flourished, using below- the-line techniques.

THIS WEEK: Below-the-line trend continues

11 Jan 1995

The past year has seen a continued shift of marketing spend below-the- line, according to new research from the Marketing Forum.

BELOW-THE-LINE: Political parties vie for direct approach

11 Jan 1995 | by CONOR DIGNAM

In the run-up to Christmas the Conservative Party sent out a direct mail appeal to 100,000 homes of Tory voters asking for donations to the party.

MARKETING FOCUS: Divided they stand

11 Jan 1995

New research shows that the rift between clients and their advertising agencies is as deep as ever - and below-the-line agencies could be heading the same way

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