search query: @indexterm DIRECT MAIL / total: 46
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| Author: | Rogers, J. L. |
| Title: | Mail advertising and consumer behavior |
| Journal: | Psychology & Marketing
1996 : MAR, VOL. 13:2, p. 211-233 |
| Index terms: | DIRECT MAIL MAIL SURVEYS CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | This artice examines some trends in mail advertising and presents some findings from a longitudinal study on mail sent to and from U.S. households. Data from 1987 and 1991 interviews and diaries of a national probability sample of U.S. households were compared. The article examines how consumers feel, perceive and respond to the advertising mail they receive. It also explores how characteristics of the senders and recipients, factors outside the mail piece and the type of mail piece, influence consumer attitudes, perceptions, and treatment of the mail received. The article concludes with recommendation to advertisers, marketers , and fundraisers for future research and for increasing the effectiveness of mail in their marketing mix. |
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