The research, conducted by the Ion Group, also says that loyalty schemes and customer clubs are not seen as being "tired" by marketers -- even though there is comment from consumers to that effect.
Using an index where 100 is the average score, regular proactive calls were rated the most effective brand development technique, with a score of 135. Coming in second place was having an effective enquiry centre.
In bad news for celebrities like David Beckham, who make millions from their product endorsements, the research found that celebrity endorsement was considered the least-effective brand building technique, with a score of only 56.
Brand advertising fared better with a score of 90, but this was still the second lowest score in the poll.
Mark Jones, sales director of Ion Group, said: "A new clarity of thinking seems to have percolated through the marketing community -- namely that while brand advertising is about brand introduction and ongoing awareness, direct techniques provide the essential tools for building relationships."
Founded in 1995, Ion Group offers integrated marketing communications programmes via services such as database building, and management, CRM, and fulfilment and response handling. Clients including Audi, Fiat and Gala Leisure.
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