Direct Marketing Advertising: The Assents, the Dissents and the Ambivalents

Despite the growing popularity of DMA among various businesses, little is known regarding how consumers evaluate it.

Direct Marketing Advertising: The Assents, the Dissents and the Ambivalents

Pradeep K. Korgaonkar, Eric J. Karson and Ishmael Akaah

Developments in information technology, shifting cost structures and improvements in understanding of the role of direct marketing advertising have all contributed to the increased popularity of direct marketing methods by large and small organizations in the United States as well as abroad.1 Thus, during the past two decades direct marketing advertising (hereafter DMA) has become an important advertising tool. DMA now accounts for about 54% of total advertising outlays (Statistical FactBook, 1993-94)....

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