Advertising to Sales Ratio Nearly Doubled
A study commissioned by The Direct Marketing Association and conducted by The WEFA Group, reports that returns on Internet advertising spending has nearly doubled since 1994. Every dollar spent on Internet advertising this year generated $7 in sales, as compared to $4 in 1994. This was one of the first measurements of its kind to uncover the influence that direct marketing has had on electronic commerce. The five leading industries to use direct marketing to generate sales in 1997 are: Business Services, Computers, Communications, Office Equipment, and Printing/Publishing.