Real benefits of going automatic

I was surprised at the comments expressed by David Stubley of Channel 4 in your telemarketing feature “Call or nothing” (MW October 27).

Automated call handling gives advertisers far more scope when buying airtime and allows the use of peak-time ITV.

We recently supported a major holiday promotion and achieved an 86 per cent conversion rate – a clear sign that callers and advertisers can benefit from automated call handling.

Tony Moss

Group product manager

Interactive Media Services

Leeds

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