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| Tekijä: | Woodside, A. G. Soni, P. K. |
| Otsikko: | Assessing the quality of advertising inquiries by mode of response. |
| Lehti: | Journal of Advertising Research
1988 : AUG-SEP, VOL. 28:4, p. 31-37 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | The empirical results confirm that there are significant differences among inquiries segmented by mode of response. Advertisers are mainly interested in the penetration conversion ratio: the proportion of inquirers who convert into customers of the advertised brand.The study examined the relative performance of the three modes of inquiry: direct response coupons, reader service cards, and toll-free call.The highest quality of inquiries came from toll-free calls.The quality of inquiries from direct-response coupons was higher than that of the reader-service cards. |
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