Graduate Research Papers

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Open Access Graduate Research Paper

Abstract

Direct marketing is an $82 million per year business. Its history dates back over a century with roots in direct mail. Direct marketing today involves not only mail, but a variety of media, including newspapers and magazines, radio, television and telephone. The cornerstone of direct marketing is its measurability and accountability, as well as a reliance on lists and a database (Baier, 1983). In other words, direct marketing allows marketers to improve their skills by measuring what they do against previous tests. The availability of lists and data about lists provides populations from which samples can be drawn to conduct tests. Although direct marketers can use a variety of direct response techniques to generate measurable responses, direct mail accounts for approximately one-half of the total expenditures on direct response advertising (Baier, 1983). A major advantage direct mail has over other media is that it is most suitable for testing. Other advantages are the ability of direct mail to be personalized, the flexibility it offers, and its ability to maximize customer list profits. Direct mail also has the highest response rate of the marketing medias. One disadvantage of direct mail is its relatively high cost-per-thousand, as compared to magazines, television, or newspapers.

Year of Submission

1985

Degree Name

Master of Arts in Education

Department

Department of Curriculum and Instruction

First Advisor

Roger A. Kueter

Comments

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Date Original

1985

Object Description

1 PDF file (35 leaves)

Language

en

File Format

application/pdf

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