Individual media: Direct mail

 

The rapid growth of online and digital advertising has led many to ask whether traditional mass communications like television commercials and direct mail have a future. However, it seems that both ol ...

Despite a reputation for being irritating and annoying, direct mail continues to attract growing expenditure while other budgets suffer. Using findings from Pitney Bowes survey of consumer opinion on ...

Philip Kirk, head of the Media Development Team at Royal Mail, and Graham Spickett-Jones, from Hull University, describe new research designed to provide hard evidence of mail's capacity as a medium t ...

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amo ...

The award winning paper given by Jacques Braun and Pierre Calmard at the Istanbul Congress which appears in this issue of Marketing and Research Today, deals with the problem of how to measure the aud ...

Three types of alternative media (and their uses) are discussed here - door-to-door distribution, not only of messages but of coupons and samples as well, point-of-purchase display, and messages on th ...

Reviews the PARM research (Printing Advertisement Rating Methods) in the US, carried out by the Advertising Research Foundation in 1955. The study investigated three different methods, operated by dif ...

The paper aims to show how to select the order in which the RFV/RFM dimensions (recency, frequency, monetary value) are applied to data and to choose the number of segments and the time frame in such ...