Subject Index
 

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 ...

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 indepen ...

Describes how Miracle Whip uses direct mail to target heavy brand users, and how research helps.

Research project for Royal Mail, to improve understanding of the effectiveness of direct mail for selling financial products, who is or is not receptive to it, how it leads on to purchase, etc., and t ...

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 r ...

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 d ...