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Car brands: The road to riches fuelled by brand power
Peter Walshe and Nick Bull, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings.
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. It examines what has caused these car brands to change position in the table over time, with particular focus on the effects of the global recession, model recalls, social media effects and the new 'value-conscious' era. The report argues that financial success for car brands depends on being meaningful, different and salient, and describes how they can grow in value through fostering these properties.
The effects of source credibility and message variation on mail survey response behaviour
Stavros P. Kalafatis, Debra Riley, Markos H. Tsogas and Jimmy Clodine-Florent, International Journal of Market Research, Vol. 54, No. 3, 2012, pp. 391-406
Grounded on persuasive communications theory, the impact of source credibility and message variation on response behaviour towards a mail survey on a sample of the general public are examined.
A new tool for pre-testing direct mail
Margaret Faulkner and Rachel Kennedy, International Journal of Market Research, Vol. 50, No. 4, 2008, pp. 469-490
This paper outlines a new pre-testing tool designed to identify which piece of direct mail will generate the best in-market response.
This paper outlines a new pre-testing tool designed to identify which piece of direct mail will generate the best in-market response. The development process is described (interviews with fundraisers and donors as well as six pilot studies). The paper also details an in-market test of the tool in a fundraising setting. Importantly, the tool was tested on direct mail from split-run tests where response was measured in terms of real donations. Test A identified the winner, which was consistent with the in-market winner, and Test B showed no difference in results, consistent with in-market performance. These initial results show promise for the tool as a practical resource for market researchers and their clients.
The contribution of direct mail advertising to average weekly unit sales
C. Todd Sherron, Eric M. Lippold and Marla Royne Stafford, Journal of Advertising Research, Vol. 43, No. 2, June 2003, pp. 173-179
This article examines the contribution of direct mail advertising to average weekly unit sales of a national fast food franchisee.
This article examines the contribution of direct mail advertising to average weekly unit sales of a national fast food franchisee. Two different types of direct mail advertising are used, both independently and in conjunction with local and national advertising. Results of a field study indicate that one type of direct mail (a shopper) contributes significantly to sales when used independently. When combined with national or local advertising, however, the contribution level of this shopper decreases. Conversely, a direct mail insert combined with many others inserts into one single envelope is much more powerful when utilized in conjunction with national advertising. In fact, results show that this latter combination of direct mail with national advertising contributes more to average weekly unit sales than any other combination. Implications are offered and future research is suggested.
Direct Marketing Advertising: The Assents, the Dissents and the Ambivalents
Ishmael Akaah, Eric J Karson and Pradeep K Korgaonkar, Journal of Advertising Research, Vol. 37, No. 5, September/October 1997
Despite the growing popularity of DMA among various businesses, little is known regarding how consumers evaluate it.
Despite the growing popularity of DMA among various businesses, little is known regarding how consumers evaluate it. Do all consumers evaluate DMA as being informative, entertaining, and useful, or do they think of it as being useless, lacklustre and primarily junk? Do consumers who like DMA differ in their past purchases, information needs, beliefs regarding DMA, and demographic characteristics? This study seeks to provide answers to these important issues relating to DMA. After discussing direct marketing's role, the authors report on a survey (personal interviews with U.S. consumers, n = 353) using a multidimensional evaluation model, and segmentation, examining consumers' DMA beliefs.
New marketing and direct communication.
Mirjam C. Raaijmaakers, ESOMAR, Research Methodologies, November 1996
Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks.
Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever changing moods are believed to be the main objectives for this new approach. This paper presents the first empirical research findings on the success of direct communication in the Dutch banking industry. The results presented here are based on data collected by means of a questionnaire, mailed to 827 executives of as many banks in the Netherlands. Broadly speaking, these results show that general advertising is used to realize long-term objectives, and direct communication for the realization of direct response objectives. Furthermore it appears that banks use a wide variety of communication instruments. Some significant relationships were found with success measures.
Direct marketing in Europe: how European advertising and media companies and agencies see direct marketing
FEDIM, International Journal of Advertising, Vol. 15, No. 4, 1996
It is clear that new electronic services will make a great impact on a number of direct marketing response mechanisms, from a survey of a hundred companies across Europe, on the trends in direct marketing in the next five to ten years, undertaken by FEDIM in October 1995.
It is clear that new electronic services will make a great impact on a number of direct marketing response mechanisms, from a survey of a hundred companies across Europe, on the trends in direct marketing in the next five to ten years, undertaken by FEDIM in October 1995. They will change the way direct marketing is done, but will not completely replace traditional systems. Postal services will be replaced to a certain degree by the new electronic media, due in part to increases in paper costs and postal rates, but direct mail is still expected to remain the popular medium, followed by television, particularly as it becomes interactive (teleshopping) and telemarketing (although in the long run this may be overtaken by point-to-point computers.) The liberalisation of the telecommunications sector, with consequent decreases in prices and growth in competition, will play an important role, as will changes in national and European legislation.
The Effect of Discount Coupons and Gifts on Mail Survey Response Rates Among High Involvement Respondents
F J Madden and S P Kalafatis, International Journal of Market Research, Vol. 37, No. 2, 1995
This article reports the results of an experiment which examined the effect of redeemable discount coupons on rate of response and cost per response in a mail survey conducted among high involvement respondents.
This article reports the results of an experiment which examined the effect of redeemable discount coupons on rate of response and cost per response in a mail survey conducted among high involvement respondents. Consistent with previous research it was found that enclosed incentives performed better than promised ones. The research has however provided some counter-intuitive results by indicating that; (a) compared with no incentives the inclusion of discount coupons (irrespective of the value of the discount) have a negative effect on both response rate and cost per response; and (b) the inclusion of a free gift produced a significantly lower response rate compared with no free gift. The model of cognitive dissonance and possible association of the incentives with efforts to generate sales are possible explanations of such findings.
Consumer Direct Mail - Just How Effective Is It?
Nick Francis and Fiona Bell, ESOMAR, Sponsorship and Promotion, Madrid, March 1995
This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by ist rapid growth rate and increasing share of advertising expenditure.
This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by ist rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium of the future, has been influenced by better targeting through individual lifestyle analysis. It also meets the demands of the marketer of the nineties, being very cost-efficient, flexible and more measurable that other forms of media.
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