A new tool for pre-testing direct mail

This paper outlines a new pre-testing tool designed to identify which piece of direct mail will generate the best in-market response.
  

A new tool for pre-testing direct mail

Margaret Faulkner and Rachel KennedyEhrenberg-Bass Institute for Marketing Science, University of South Australia

INTRODUCTION

Direct mail (DM) is a core marketing activity. A recent Direct Mail Industry (2006)...

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