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Case
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Reference no. 715-005-1
Authors: Jordan Mitchell (Dalhousie University)
Published in: 2015
Length: 11 pages
Data source: Generalised experience

Abstract

A Montreal-based health club has received several complaints for a recent targeted ad mail, which included the initial weigh-in and desired target weight of former members printed on a postcard. Although the mailer provided an increase in membership sales, several complaints were escalated to provincial and federal level privacy commissioners. The marketing manager must now craft a response to the federal Privacy Commissioner and determine what changes (if any) should be made to future database marketing.
Location:
Industry:
Size:
Large
Other setting(s):
2011

About

Abstract

A Montreal-based health club has received several complaints for a recent targeted ad mail, which included the initial weigh-in and desired target weight of former members printed on a postcard. Although the mailer provided an increase in membership sales, several complaints were escalated to provincial and federal level privacy commissioners. The marketing manager must now craft a response to the federal Privacy Commissioner and determine what changes (if any) should be made to future database marketing.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2011

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