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| Tekijä: | O'Shaughnessy, N. J. |
| Otsikko: | The peevish penmen : direct mail and US elections. |
| Lehti: | European Journal of Marketing
1988 : VOL. 22:6, p. 36-44 |
| Asiasana: | DIRECT MAIL POLITICS USA ELECTIONS |
| Kieli: | eng |
| Tiivistelmä: | The use of direct mail in American political campaigns is examined. Direct mail is discussed as an example of the transliteration of commercial ideas to political election salesmanship. The importance of the method is highlighted. Historic examples are presented. Advantages are examined. The role of segmentation is analysed. Limitations of the medium are discussed. The process of direct mailing is described. Explanations are presented for the particular degree of success direct mail has enjoyed among the political right. Political trends reflected by the medium are mentioned. |
SCIMA