Warianty tytułu
Determinants of Direct Mail Effectiveness.
Języki publikacji
Abstrakty
W artykule zaprezentowano rozważania, które są podstawą do zbudowania modelu, ukazującego relacje między wyodrębnionymi członkami a efektami przesyłek typu direct mail. Podejście modelowe wymaga jednak przeprowadzenia dodatkowych badań, weryfikujących istnienie innych determinant. (fragment tekstu)
Increasing popularity of direct activities (including direct mail evokes the growth of scintists' and practitioners' interest in measuring performance of these actions. However one can observe a lack of complex work showing which factors and to which extend determine customers' propensity for accepting offers sent via mail For that reason, a paper paying attention to these issues and containing analysis of research results presented in the marketing literature was prepared. The analysis showed that among the vital determinants of direct mail effectiveness are the proper selection of addressees, the attractiveness of the offer, the design and the timing of the mailing, characteristics of the (potential) customers, the response process and situational factors. The presented deliberations will be the base to for drawing up a model revealing relationships between the distinguished factors and the effects of direct mail campaigns. (original abstract)
Rocznik
Numer
Strony
144--154
Opis fizyczny
Twórcy
- Uniwersytet Ekonomiczny w Poznaniu
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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