oa Journal of Marketing - Opting out : direct marketing

Volume 2008, Issue 06
  • ISSN : 1811-9565



Frequent post, email, sms, to telephone calls relating to some or other direct marketing campaign can alienate and even annoy the consumer - the last thing any marketer wants to do. To curb this practice, the Direct Marketing Association of South Africa (DMASA) introduced the Opt-Out Register in the interests of the consumer, which was implemented in March last year.

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