Old, rich, married Americans give telemkting the thumbs down

WASHINGTON: Here is a piece of information that should make people in the business of telemarketing goods and services sit up and take notice. Two-thirds of Americans have indicated their willingness to sign up for the newly established "Do not call" registry. This is a single registry which will exempt US households from many types of telemarketing calls.

These results are contained in a survey of 1,000 Americans which was conducted from 27-30 June 2003 by WirthlinWorldwide, a strategic opinion research and consulting firm. A Centre For Media Research report indicates that households that say they are most likely to sign up are older and higher-income Americans as well as those that are married.

Older Americans have had more than their fill of telemarketing calls. 56 per cent have said they definitely will sign up for the new "Do not call" registry. In addition, 83 per cent of America's highest income households, those with more than $60,000 in household income and a disproportionate amount of buying power, indicate they are considering registration (63 per cent definitely will, 20 per cent might).

The survey also confirms that married consumers, especially those with children, are more likely than the average to put their name on the list. Nearly six in ten married consumers say they definitely will sign up, while those that are single or without children are less likely to register. The percentage figure for both is in the thirties.

A related Reuters report states that telemarketing companies will have to pay over $7,000 per client to purchase the new nationwide "do-not-call" list of phone numbers. The US Federal Trade Commission(FTC) set the $7,345 fee that helps fund the do-not-call list. The restrictions on telemarketers starts from 1 October.

From that date the FTC can start taking legal action against companies that make telemarketing calls to registered consumers with penalties of up to $11,000 per call. Meanwhile telemarketers are challenging the list in court. America's Direct Marketing Association has said the list is too expensive and telemarketers should have to pay only once.

The do-not-call registry has grown to nearly 29 million phone numbers since the FTC started letting consumers sign up last month, and the agency expects the list eventually will grow to 60 million numbers. Telemarketers that buy the list will have access to the numbers starting on 1 September says the FTC. They can buy the whole list or pay $25 per area code for part of it.

Latest Reads
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns
Udacity launches campaign for #JobsofTomorrow

MUMBAI: Silicon Valley-based learning platform Udacity has launched its first Indian campaign in order to promote its superlative Nanodegree programs and enable Indian engineers and tech enthusiasts to become ready for the #JobsofTomorrow.

MAM Marketing MAM
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony. The TVC opens with a young boy, who is thrilled to be introduced to...

MAM Marketing MAM
CEAT gets children to ensure parents follow road safety

MUMBAI: Indian tyre manufacturer CEAT is airing a special social media campaign to build awareness to reduce road accidents as part of the road safety week 2018, i.e., 11-17 January 2018. The campaign, ‘drive safe dad’ originates from an innovative idea that blends emotions and technology in one...

MAM Marketing MAM
India ad spend to grow by 12.5% in 2018: DAN report

The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network's latest ad spend report.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories