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Telemarketing is one form of ‘direct marketing’, along with junk mail, spam and face-to-face marketing. Direct marketing differs from ‘traditional’ advertising in making a much stronger claim on our attention. Members of the public have to take deliberate action if they wish to avoid direct marketing, but Institute research indicates that an ‘opt-in’ system would be more effective in reducing the social costs of direct marketing.
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The value of time wasted on unsolicited telemarketing calls in Australia amounts to $1.58 billion annually. Two in three Australians believe that telemarketing should be banned altogether.