Telemarketers can minimize the negative vibes their industry has generated by being more careful about how they pick their targets and more strategic in how they approach them. So says Innis Maggiore Group, the Canton Ohio based advertising and PR firm representing Rainbow Rentals. 

The Associated Press reported Friday that some 370,000 people signed up in the first 12 hours of the Federal Trade Commission's new national "do not call" registry.

Mike Butlien
Innis Maggiore's director of data analysis
"The FTC action spotlights the difference between smart direct marketing and poor direct marketing. Smart telemarketers target people who are most likely to respond to a specific offer. Sloppy telemarketers conduct 'saturation' campaigns that lead to a lot of misses and ill will. This week's development will advance the 'science' aspect of direct marketing, and ultimately lead to greater efficiencies and response rates. Consumers that continue to accept telemarketing calls will receive offers more likely to be of interest."