Journal of Direct Marketing最新文献

{"title":"From the practitioners","authors":"Jerome W. Pickholz","doi":"10.1002/dir.4000080202","DOIUrl":"10.1002/dir.4000080202","url":null,"abstract":"Direct marketing is not new. In its most traditional form, direct mail, it's been around for more than a century and a half. But it is evolving. What is new today is the environment in which not only direct marketing but all manner of marketing communications-including image advertising, public relations, and sales promotion-must function. There's a new game in town: the technological fun house that is being driven by the digital revolution. Fiber optics, microchips, multimedia, the digital superhighway-this new game presents an enormous opportunity to marketers, Other people in my business might have a different opinion. They might say it presents an enormous threat. One thing is guaranteed, the new game is sure to have a new set of rules. In this century, there have been two major upheavals in the advertising business, Both were driven by a fundamental change in the underlying technology of the media that delivered the advertising to the consumer. The first was radio, the second was television. Radio changed the rules by adding sound, freeing advertisers-and audiences-from the printed page, TV added sight and motion, opening up a vast new array of creative possibilities. Importantly, both these developments made it easier to reach a mass audience. And once these consumers were reached, it was easier for advertisers to engage their attention with a persuasive selling message. What are likely to be the rules of the new gamedriven by the digital revolution? The emerging new technologies will surely deal with smaller audience sizes, rather than larger ones brought together by radio and television. This is an omen of the fundamental changes that are about to occur. Simplistically, when a pie is cut into 500 pieces rather than three pieces or nine or even 50, every piece is considerably smaller. And who's to say that every piece will carry advertising? Also, whereas previous media revolutions made advertising harder to ignore, this new game will actually have the opposite effect. It's not only that advertising will be harder to find among all those channels; just as important, it will be easier to ignore in an on-demand environment. So what will we have? Smaller audiences, harder to find, and advertising that is easier to ignore. In a nutshell, it's the rationale of the doomsayers. Ironically, it's also the very reason for my optimism. I see this new game as an enormous opportunity.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 2","pages":"Pages 2-6"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080202","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51539406","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer perceptions of mail/phone order shopping media","authors":"Robert B. Settle ,&nbsp;Pamela L. Alreck ,&nbsp;Denny E. McCorkle","doi":"10.1002/dir.4000080306","DOIUrl":"10.1002/dir.4000080306","url":null,"abstract":"<div><p>A survey of 980 consumers, measured perceptions of five mail/phone order shopping media—<em>magazines, newspapers, television, direct mail</em>, and <em>catalogs</em>, versus <em>retail store</em> shopping—on eight image dimensions: <em>economical, enjoyable, easy, fast, convenient, sensible, practical</em>, and <em>safe</em>. Image profiles differed significantly among media and between them and store shopping, and among demographic categories. Ratings differed significantly by image dimension, which also <em>interacted</em> significantly with media and store shopping. Store shopping images were more favorable than media on all dimensions. Catalog images were distinctly more favorable than those of other media. Mail/phone shopping media were rated least favorably on safety. <em>Nonfinancial risk</em> was suggested as an important impediment to mail/phone order shopping, and <em>selection</em> and <em>choice</em> appeared to distinguish catalogs from other media.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 3","pages":"Pages 30-45"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080306","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51540110","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The new direct marketing channel: A baseline descriptive study of 1-900 telephone users","authors":"Jerrold L. Stark","doi":"10.1002/dir.4000080308","DOIUrl":"10.1002/dir.4000080308","url":null,"abstract":"<div><p>The recent explosion in the use of 1-900 telephone services and resulting increase in consumer complaints have stirred the legislative bodies at the federal and state levels to respond to the complaints with new rules and legislation. This preliminary study describes the users of 1-900 services, their frequency of use, and their level of satisfaction with 1-900 services. It also relates that information to the likely impact of the new federal regulation on users on 1-900 services.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 3","pages":"Pages 57-61"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080308","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51540205","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"CRISP: Customer response based iterative segmentation procedures for response modeling in direct marketing","authors":"Wayne S. DeSarbo ,&nbsp;Venkatram Ramaswamy","doi":"10.1002/dir.4000080304","DOIUrl":"10.1002/dir.4000080304","url":null,"abstract":"<div><p>We present a system of <em>empirical</em> segmentation procedures called CRISP (<strong>C</strong>ustomer <strong>R</strong>esponse-based <strong>I</strong>terative <strong>S</strong>egrnentation <strong>P</strong>rocedures) for <em>simultaneously</em> deriving market segments and estimating models of customer response in each of these segments. While the common practice in response modeling is to estimate a single response model for all customers in the database, we allow for <em>customer heterogeneity</em> by calibrating response models for different (unknown) customer segments. We describe a system of iterative segmentation procedures that simultaneously estimate the number of customer segments, the sizes of each derived segment, the values of segment-level response parameters, and their statistical significance, all in a maximum likelihood framework that can accommodate various types of commonly collected response data. To illustrate the CRISP system, we discuss an empirical application entailing typical binary response data for a large number of households for a mail subscription offer from a major magazine publisher. We describe the specific implementation of CRISP to this particular problem of list segmentation, and discuss its Potential usefulness to direct mail marketers. We conclude by discussing the general uses of the CRISP system for response modeling in other direct marketing contexts besides list segmentation.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 3","pages":"Pages 7-20"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080304","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51540482","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guidelines for direct marketers to aggregate and analyze third-party complaints","authors":"John A. Schibrowsky ,&nbsp;Richard S. Lapidus","doi":"10.1002/dir.4000080407","DOIUrl":"10.1002/dir.4000080407","url":null,"abstract":"<div><p>Most direct marketers have invested in complaint programs designed to handle individual complaints. However, an increasing number of direct marketing customers are filing third-party complaints. This article is designed to help in reversing that trend by forwarding a proactive approach to managing complaints. It presents a method to aggregate, analyze, and manage third-party complaints. This is a necessary part of a total complaint management program.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 4","pages":"Pages 40-50"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080407","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51540753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"From the editor","authors":"Don E. Schultz","doi":"10.1002/dir.4000080303","DOIUrl":"https://doi.org/10.1002/dir.4000080303","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 3","pages":"Pages 4-6"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080303","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"92034643","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Using motivation as a basis for understanding and improving direct marketing relationships","authors":"Robert J. Corey ,&nbsp;David T. Wilson","doi":"10.1002/dir.4000080406","DOIUrl":"10.1002/dir.4000080406","url":null,"abstract":"<div><p>This article describes a <em>practicable</em> framework for research directed toward understanding and improving direct marketing relationships. Rhetorical theory is used to describe the vocabularies of motive underlying the formation of buyer–seller relationships. The perspectives and adaptive strategies revealed in buyers’ language form the basis for understanding the demands and requirements of direct marketing strategies intended to improve buyer–seller relationships. The use of the framework is illustrated by identifying and comparing language in a business-to-business direct marketing context. We conclude the article with a discussion of managerial implications and directions for future research.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 4","pages":"Pages 28-39"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080406","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51540736","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"International direct marketing strategy","authors":"C. David Light ,&nbsp;T.N. Somasundaram","doi":"10.1002/dir.4000080109","DOIUrl":"10.1002/dir.4000080109","url":null,"abstract":"<div><p>Direct marketing is the fastest growing advertising medium in the United States and it is growing almost as fast in many other countries. With international growth, the role of direct mail in the media mix warrants investigation. Should a uniform media strategy be employed? In this context, perceptions of young adults in the U.S., Canada, Hong Kong, and India toward direct mail advertising and advertising in newspapers, magazines, television, radio, and outdoor are examined along four evaluative dimensions: enjoyable, informative, annoying, and offensive. Results suggest that significant differences exist in media-specific perceptions with each country and across the four countries. These findings have implications for global media strategy.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 1","pages":"Pages 71-78"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080109","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72187363","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The use of international direct marketing by small businesses in Canada, Mexico, and the United States","authors":"Lisa D. Spiller ,&nbsp;Alexandra Campbell","doi":"10.1002/dir.4000080104","DOIUrl":"10.1002/dir.4000080104","url":null,"abstract":"<div><p>With the advent of the North American Free Trade Agreement (NAFTA), small businesses in Canada, Mexico, and the United States are in a position to increase their export activities within the emerging North American trading bloc. While it is generally agreed upon that direct marketing makes good sense for small businesses interested in exporting, there remains a paucity of studies addressing this important topic. This article explores and compares the use of international direct marketing by small businesses located in three regions of the NAFTA countries. Our results confirm that small business exporters in all three countries are using international direct marketing, although there are significant differences in the level of their expertise.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 1","pages":"Pages 7-16"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080104","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72187367","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"DM research brings academics and practioners together","authors":"","doi":"10.1002/dir.4000080112","DOIUrl":"10.1002/dir.4000080112","url":null,"abstract":"Presenters included the authors of the winning papers in the Conference competition (see the Call for the 1994 Conference in this issue) and six researchers awarded funding in the first competition jointly sponsored by the Foundation, D~ and the Marketing Science Institute. There were two special topic sessions (on teaching direct marketing and international opportunities) and six concurrent sessions featuring research proposal abstracts.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 1","pages":"Pages 84-85"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080112","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51539285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}