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Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100206
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引用次数: 0
From the Editor 来自编辑
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100104
Don E. Schultz
{"title":"From the Editor","authors":"Don E. Schultz","doi":"10.1002/dir.4000100104","DOIUrl":"10.1002/dir.4000100104","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 1","pages":"Pages 7-9"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100104","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72182064","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}
引用次数: 0
Using “opt out” reply cards in direct mail 在直接邮寄中使用“选择退出”回复卡
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199622)10:3<18::AID-DIR2>3.0.CO;2-0
Hiek R. van der Scheer , Janny C. Hoekstra , Marco Vriens
{"title":"Using “opt out” reply cards in direct mail","authors":"Hiek R. van der Scheer ,&nbsp;Janny C. Hoekstra ,&nbsp;Marco Vriens","doi":"10.1002/(SICI)1522-7138(199622)10:3<18::AID-DIR2>3.0.CO;2-0","DOIUrl":"10.1002/(SICI)1522-7138(199622)10:3<18::AID-DIR2>3.0.CO;2-0","url":null,"abstract":"<div><p>Improving direct mail response rates generally may be accomplished by two alternative approaches: 1) target selection and 2) optimization of direct mail characteristics. We propose a conjoint analysis-experimental approach to simultaneously implement target selection and design optimization. Target selection is, in our approach, induced by the “opt out” function of the reply card. In an empirical study for a charity institution, we show how the optimal design of a reply card can be derived and how the reply card can be used for target selection purposes. The results from both approaches are used to derive profit implications.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 18-27"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199622)10:3<18::AID-DIR2>3.0.CO;2-0","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72196005","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}
引用次数: 6
From DMEF. Major changes ahead for journal 从DMEF。日志的主要变化即将到来
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100404
{"title":"From DMEF. Major changes ahead for journal","authors":"","doi":"10.1002/dir.4000100404","DOIUrl":"10.1002/dir.4000100404","url":null,"abstract":"New name, new editors, new look. That's what's ahead for the Foundation's Journal ofDirect Marketing. Beginning next year with Volume 11, the Journal will become the Journal of Interactive Marketing. The new co-editors will be Dr. John Deighton ofthe Harvard University Graduate School of Business Administration, and Dr. Rashi Glazer of the Haas School of Business, University of California at Berkeley. DMEF President Richard Montesi made the announcement in July. He believes the new name and the new editors will attract the interest of top academic researchers and continue the quarterly's climb into the ranks ofleading academic journals. Montesi said, ''This is a unique moment in time. Interactivity is not only challenging marketing as we've known it, it's also challenging academic thinking and research.\" He continued, ''The Foundation has the opportunity to elevate the Journal and firmly establish direct marketing as an academic discipline ifwe capitalize on the changes technology is bringing to direct marketing and consolidate the gains the Journal made under the direction of its first editor, Don Schuhz.\" After more than ten years of nurturing the Journal ofDirect Marketing from an idea to an established and respected refereed journa~ Editor Don Schultz is stepping down. Schultz, a professor at Northwestern University's Medill School of Journalism and a familiar keynoter at direct marketing conferences, is gradually reducing his teaching and academic responsibilities as he plans for his retirement from Northwestern. His contributions to the Journal -and they are many -will be especially noted and recognized at the 1996 Educators' Conference Luncheon in New Orleans. To reflect the expanded scope of the Journal and to encourage increased academic rigor, the Editorial Review Board also will be realigned with the addition of new members from both the academic and business communities. The editorial offices will remain at Northwestern University. John Wiley & Sons will continue to publish the Journal, and have promised a new design.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 64-67"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100404","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51543860","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}
引用次数: 0
An analysis of information content in infomercial programs 电视商业节目的信息内容分析
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199621)10:2<44::AID-DIR6>3.0.CO;2-Z
Michael T. Elliott , Pamela Lockard
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引用次数: 23
An exploratory investigation of the ethical values of American and Australian consumers: Direct marketing implications 美国和澳大利亚消费者的道德价值的探索性调查:直接营销的影响
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199623)10:4<52::AID-DIR5>3.0.CO;2-W
Mohammed Y.A. Rawwas , David Strutton , Lester W. Johnson
{"title":"An exploratory investigation of the ethical values of American and Australian consumers: Direct marketing implications","authors":"Mohammed Y.A. Rawwas ,&nbsp;David Strutton ,&nbsp;Lester W. Johnson","doi":"10.1002/(SICI)1522-7138(199623)10:4<52::AID-DIR5>3.0.CO;2-W","DOIUrl":"10.1002/(SICI)1522-7138(199623)10:4<52::AID-DIR5>3.0.CO;2-W","url":null,"abstract":"MOHAMMED Y. A RAWIf../!'S is an Assistant Professor of Marketing at the University of Northern Iowa. Professor Rawwas's primary research interests include cross-cultural ethics, international business, and health care marketing. DAVID STRUTTON is the Acadiana Bottling Professor of Marketing and the J. W. Steen Regents Professor of Business Administration at the University of Southwestern Louisiana. His research primarily addresses issues pertaining to business-to-business relationships. LESTER W. JOHNSON is Professor of Marketing at the University of Sydney, in Australia. His research generally addresses issues pertaining to advertising, seNices marketing, and research methodology. This research was partially funded by a Project Grant from the Graduate College of the University of Northern Iowa.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 52-63"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199623)10:4<52::AID-DIR5>3.0.CO;2-W","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50726112","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}
引用次数: 55
Procedures to improve the house list segment tests 程序改进的房子列表段测试
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199621)10:2<24::AID-DIR4>3.0.CO;2-0
Ping Wang , Joanna R. Baker
{"title":"Procedures to improve the house list segment tests","authors":"Ping Wang ,&nbsp;Joanna R. Baker","doi":"10.1002/(SICI)1522-7138(199621)10:2<24::AID-DIR4>3.0.CO;2-0","DOIUrl":"10.1002/(SICI)1522-7138(199621)10:2<24::AID-DIR4>3.0.CO;2-0","url":null,"abstract":"<div><p>An important aspect of direct marketing research focuses on developing and segmenting a house list (customer database) using various geographic, socioeconomic, and recency, frequency and monetary (RFM) measures. For a typical promotion, direct marketers may take a simple random sample from the house list as a test mailing to forecast the segment rollout response rates. Decisions about the final rollout are made in such a way that only the segments with response rates over the prespecified threshold or break-even response rate will be used. In this article, it is shown that the commonly used simple random sampling procedure may seriously underestimate the variability of the rollout response rates of segments with higher test response rates, overforecast the potential number of buyers from the rollout, and inflate forecast accuracy. Several procedures are proposed to improve the house list tests, and examples are used to compare the new procedures with the existing one. Results show that the proposed house list test procedures provide more statistically efficient, cost-effective, and reliable forecasts for segment response rates while improving the accuracy of forecasts generated.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages 24-35"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199621)10:2<24::AID-DIR4>3.0.CO;2-0","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50724969","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}
引用次数: 3
摘要
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100304
{"title":"","authors":"","doi":"10.1002/dir.4000100304","DOIUrl":"10.1002/dir.4000100304","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 80-84"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100304","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72187336","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}
引用次数: 0
论文征集
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100405
{"title":"","authors":"","doi":"10.1002/dir.4000100405","DOIUrl":"10.1002/dir.4000100405","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages ii-iv"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100405","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72170700","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}
引用次数: 0
桅顶
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100201
{"title":"","authors":"","doi":"10.1002/dir.4000100201","DOIUrl":"10.1002/dir.4000100201","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Page i"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100201","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72183416","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}
引用次数: 0
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