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| Tekijä: | Bell, F. Francis, N. |
| Otsikko: | Consumer direct mail - just how effective is it? |
| Lehti: | Marketing and Research Today
1995 : AUG, VOL. 23:3, p. 195-206 |
| Asiasana: | DIRECT MAIL DIRECT SELLING ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | There are various ways of measuring the effectiveness of consumer direct mail, including the traditional direct response device. One of the most accurate methods is through research which is gathered on a continuous basis by RSGB's Mailmonitor panel survey. The RSGB Mailmonitor panel monitors the volume, targeting and response of all consumer direct mail campaigns. The survey can measure the efficacy of the medium accurately because a panel enables analysis of a large, stable, nationally representative sample over a period of time. |
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