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New system gets message across

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TELEADS Asia has launched a tape-recorded advertising medium designed to replace widely used and much despised on-hold telephone jingles, such as Greensleeves and Home on the Range.

Managing director Jim Parsons said research in the United States had shown about 90 per cent of marketing budgets were spent on encouraging customers to call, but that seven out of 10 calls resulted in callers being put on hold.

The new service, Marketing for Success, would allow companies to advertise, entertain and inform potential customers rather than annoying them, he said.

Key targets included hotels, travel agents, property companies, estate agents, airlines, restaurants and theme bars.

'It is not meant to replace conventional advertising but to work as an adjunct to it,' he said.

Marketing for Success uses tape-recorded messages customised for each company to provide details of the company's products, promotions, invitations to events, timetables or delivery details.

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