Subject Index
 

The desire to manage direct marketing campaigns on a pan-European basis is commercially strong, especially the appeal of production economies, but the reality is not simple. The principal differences ...

In this article, Alex Batchelor, marketing director at Royal Mail, talks to Judie Lannon, the Editor of Market Leader, about the opportunities direct mail offers and how Royal Mail is bringing a fresh ...

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 ...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. ...

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 ...

By simplifying financial paperwork such as bills and statements, financial institutions can improve the customer experience, this paper argues. When viewed as branding's unsung heroes rather than as n ...

Clive Mumby, chairman and founder of dunnhumby, argues that the effectiveness of direct marketing campaigns needs to be looked at more carefully. Mass-mailings that achieve response rates of 1% or 2% ...

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring ...

This is a piece on direct mail by Tim Rivett of Royal Mail. The article centres on the concept of media neutrality and the part that direct mail has to play. He traces UK expenditure on direct mai ...

This best practice article provides on overview of the direct marketing industry. It defines the two key elements of the medium - direct contact (mail, telemarketing etc) and direct response (media ...

Tom Rayfield's piece centres on the importance to brands of emotional loyalty and the work in this area by Garth Hallberg the author of 'All Consumers Are Not Created Equal' and a contributor to the ...

Tom Rayfield gives a glowing report on a mail shot he received from Royal Mail. The piece advocates maintaining marketing budgets during an economic downturn. The package has three components:- a br ...

Why are direct mailers still sending as many unsolicited mail shots as they were in 1991? Tom Rayfield describes many examples including Barclaycard, Gieves and Hawkes and Marks and Spencer Loan Sales ...

This article describes how Mitsubishi Fuso Truck of America created an on-line, on demand Internet facility that enables dealers to create their own direct mail programmes.

Interview with Richard Eber, chief creative officer of MRM Partners Worldwide. Discussed: his career, favourite campaign (the GMC Envoy truck), direct marketing.

In this article we investigate the possibility of identifying clusters, as a possible base for segmentation among consumers receiving circulars. Initially we define circulars and use this definition t ...

Examples of badly designed and badly targeted direct mail and e-mail letters. Agencies and clients still fail to realise that 'their lovingly created mailshot will, when it arrives on the doormat, be ...

A quiz to see how much you know about Direct Mail language and statistics (answers included).

An e-mail competition based on the nation's ten favourite words (as discovered by a recent survey). Advertising the Domesday Book replica.

Direct Mail in Malaysia.

Approving review of OgilvyOne worldwide’s promotional magazines, Viewpoint No.1, No.2 and No.3.

It's a pleasure to write about one of the best mailshots I've received in years. All it said on the front - apart from my correct address (well done, unlike 36% of mailshots we receive) was 'Free Sam ...

Car insurance must be pretty much a perfect example of pure direct marketing. I don't know anywhere you can actually go in order to buy car insurance. You've got to pick up the phone or get on the I ...

In order to play its full role, ITV will need to ensure that it gets its content right. For smaller television players content is also important, but they are looking to reach smaller target groups o ...

E-mail is going to be the killer for personal mail. Not yet, because most people haven't got it. In the last year we have received more letters from friends than ever before. Last week, in addition ...

This paper examines the extent to which research findings from on-line surveys can be used to generalize to the online population or general public. It is demonstrated that online panels are typically ...

A review of the last twelve 'Admap Direct' columns, covering hit and miss list rentals, penis enlargement ads and a service which offers a PhD with 'no required tests, classes nor interviews'

This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages. Such dimensions are mostly concerned with how men and women a ...

Analyses the mistakes made in a recent Reader's Digest Prize Draw mailshot, and compared this with the Medical Research Council's mailshot to 10,000 Scottish men aged 20-30, with a questionnaire askin ...

Tom Rayfield is baited by a prize draw company, Winners' Circle, and tries to become a Platinum member. Over many mailshots the company manages to get his address details right (the initial mailing wa ...