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| Tekijä: | Rogers, J. |
| Otsikko: | Consumer Response to Advertising Mail |
| Lehti: | Journal of Advertising Research
1989 : DEC/1990 JAN, VOL. 29, p.18-24 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR DIRECT MAIL |
| Kieli: | eng |
| Tiivistelmä: | Direct mail or advertising mail is the third largest medium in terms of advertising expenditures. The 1987 Household Diary Study aimed to project mail volume for corporate planning in the US Postal Service. Secondary analysis of the 1987 study indicates that consumer reaction to third-class mail (TCN) is very useful for marketing planning. |
SCIMA