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Checking In On Direct Mail In Spain

In Spain, with its 38 million population and 14 million households, direct response advertising has grown at a rapid pace in tune with the country’s speedy economic expansion since its entry to the EC in 1986. Since 1985 the medium has grown by approximately 30 percent to 35 percent and it is thought to account for 8 percent of the total amount spent on advertising.

Yet despite this growth, expenditure is still relatively low compared with other EC states, and because of a comparative shortage of figures and facilities, Spain presents a number of difficulties