Art & Commerce

Logical Analysis Direct marketing stands to outgrow general advertising as targeting techniques get better, and as the cost of mailing a sales pitch or making one on the phone improves in relationship to the escalating cost of using mass media. That, according to a recent analysis by Bear Stearns, explains why the industry is attractive. Analyst Alexia Quadrani calculates that $1.00 spent on direct marketing delivered $7.92 in sales in 1992, $8.05 last year and projects a further increase in efficiency, to $8.72