Graduate Research Papers


Open Access Graduate Research Paper


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


Degree Name

Master of Arts in Education


Department of Curriculum and Instruction

First Advisor

Roger A. Kueter


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