Why mail works
Philip Kirk and Graham Spickett-Jones
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, Admapreaders 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....
