Why mail works

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 to deliver long term value - and make a strategic impact within an integrated plan.

Why mail works

Philip Kirk

Graham Spickett-Jones

Given its coverage, Admap readers could hardly overlook issues of media-neutral planning and campaign integration. Despite this profile, media neutrality is still partially obscured by a lack of accountability. As Roderick White writes, 'The problem, for both media planners and advertisers, is that traditional media research and planning tools are focused on single, individual media. This means that tools do not readily exist for comparing or combining different media' (1).

As the industry has to learn new tricks to accommodate integrated campaigns, so the consumer is sharing the sting of adapting...

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