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Sell Buzz 04/05

Promotional booklets, telemarketing's alive and kicking, and more

This story appears in the April 2005 issue of Entrepreneur. Subscribe »

To Call, or Not to Call?

The reports of telemarketing's death have been greatly exaggerated, according to the "2004 Response Rate Report" from the Direct Marketing Association (DMA). Even after the creation of the National Do Not Call (DNC) Registry, telemarketing still sells more products than any other direct-response marketing tactic, with a 5.78 percent response rate.

"What we found was that in spite of a lot of talk about telemarketing's end, people are still buying," says Louis Mastria of the DMA. "About 66 million consumers bought at least once through telemarketing last year."

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