Journal of Direct Marketing最新文献

{"title":"From the editor","authors":"Don E. Schultz","doi":"10.1002/dir.4000090203","DOIUrl":"10.1002/dir.4000090203","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 5-9"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090203","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541727","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 awareness of name removal procedures: Implications for direct marketing","authors":"Mary J. Culnan","doi":"10.1002/dir.4000090204","DOIUrl":"10.1002/dir.4000090204","url":null,"abstract":"Providing consumers an opportunity to remove their names from mailing lists is one method for addressing rising consumer concerns about privacy. Name removal is also central to the success of the industry's self-regulatory programs. However, 52 percent of the public, including 45 percent of those who shop by mail, are not aware of name removal procedures. This study investigates how consumers who are aware of name removal differ from those who are not, based on an analysis of the raw data from the 1991 Harris-Equifax Consumer Privacy Survey (17). Consumers who are unaware of name removal are more likely to be young and to be African-American, and less likely to be well-educated, to have shopped by mail, and are less likely to be concerned about privacy than consumers who are aware.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 10-19"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090204","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541833","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":"Antecedents and consequences of infomercial viewership","authors":"Michael T. Elliott ,&nbsp;Paul Surgi Speck","doi":"10.1002/dir.4000090207","DOIUrl":"10.1002/dir.4000090207","url":null,"abstract":"<div><p>A survey of consumers investigated the nature and extent of infomercial viewership. This study assessed differences in viewership based on demographic, media usage and shopper orientation differences among consumers, as well as the relation of viewership to attitude and purchase intent. Viewership was measured in several ways to distinguish breath of viewing experience from depth of viewing experience. Findings suggest that different groups of variables are associated with breadth of viewing and depth of viewing and that breath of viewing and depth of viewing differentially affect attitude and purchase intent.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 39-51"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090207","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51542003","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.4000090402","DOIUrl":"10.1002/dir.4000090402","url":null,"abstract":"During the past few months, I have been privileged to spend considerable time with direct marketing professionals, educators, associations, and other organizations around the world. In most cases, I have been very impressed with the level of direct marketing sophistication, capability, and practice which they have demonstrated. In almost every instance, people are working at a very high level, and with increasingly impressive results. And that has been as true in Singapore as in Buenos Aires or Paris or Sydney. But, although the capability of both practitioners and academicians to develop and execute the strategy of mailing promotional packages and offers has increased, I found a mounting level of frustration about the availability of lists, databases, and other sources of customer and prospect identification. That's important, for it is the customer and prospect information which allows direct marketing to be really direct. And the concern is justified. Ifwe continue to be bound to antiquated name, address, and background acquisition, we will never reach the potential of direct marketing sophistication which technology is now providing. Part of the difficulty is, of course, in legislation. Increasingly, governments around the world, at the urging of consumer activists and legislators (often those seeking reelection who want a handy and convenient topic for political rhetoric), are finding privacy a high-interest, low-risk area in which to demonstrate their concern for potential voters. And, indeed, given some of the blatant misuse of consumer information by some less than reputable organizations, the concern is well founded. I will not debate the issue of privacy in this column, which is currently being investigated by both practitioners and academicians. Indeed, the pages ofthe]ournal have carried several well-researched and well-written discussions on that topic. In fact, the winning paper in the Direct Marketing Educators' Conference in 1994 dealt with privacy. Instead of laying all the blame for our lack of development of proper lists and databases from which to launch direct marketing programs at the feet of the legislators and privacy activists, I would instead propose that we have not really done all we can to help develop this critically important area. In fact, in many cases, we have done little at all to take advantage of the tremendous amount of information which is currently available but not being","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 4","pages":"Pages 5-7"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090402","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51542075","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":"Exploring the dimensions of consumer privacy: an analysis of coverage in british and american media","authors":"Lisa A. Petrison ,&nbsp;Paul Wang","doi":"10.1002/dir.4000090404","DOIUrl":"10.1002/dir.4000090404","url":null,"abstract":"<div><p>This study examines how consumer privacy issues have been perceived over time and across cultures through the analysis of media coverage of the issue in England and the United States over the past 33 years. A major cross-cultural difference was that Americans have expressed more concern about interactional privacy issues (such as intrusions into individuals’ lives through the receipt of direct mail and telephone solicitations). While the British have been primarily concerned with informational privacy issues (such as the collection and exchange of information about individuals). Other differences in coverage over time and across cultures are also presented, and implications for direct marketers are discussed.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 4","pages":"Pages 19-37"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090404","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51542752","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":"Media selection for database marketers","authors":"Arthur Hughes ,&nbsp;Paul Mang PhD","doi":"10.1002/dir.4000090109","DOIUrl":"10.1002/dir.4000090109","url":null,"abstract":"1. GENERAL PLANNING STRATEGY MAINTAINING RELATIONSHIPS WITH CUSTOMERS: SOME CRITICAL FACTORS Martin, Mary C. and Ravipreet S. Sohi (1993), En· hancing Knowledge Development in Marketing: 1993 AMA Educators' Proceedings, 4 (Summer conference), pp. 21-27. Through exploratory interviews with sellers, the authors build on theoretical conceptualizations of determinants of relationship continuance. They propose that within the domain of the buyer-seller intersection, trust, frequency, and quality of com· munication, and relational norms support the con· tinuance of relationships. Customer orienlation, likeability, competence, and dependability are im· portant seller characteristics for relationship continuity. Finally, environmental uncertainty supports the continuance of buyer-seller relationships. Babin. (4,5) CAN THIS RELATIONSHIP WORK? Arthur M. Hughes (1994), Marketing Tools, 1 (July/ August), pp. 4-11. How do you know when database marketing works and when it doesn't? Relationship marketing works if the following is true: The provider has a well thought·out program; the payment system makes obtaining names, addresses, and purchase behavior easy; the product involves repeat purchases with name capture; there is an affinity group with which to construct a database; and a frequency reward sys· tern can be constructed. On the other hand, two attributes signal trouble for database marketing: The product is a commodity with too small a markup to finance relationship marketing efforts and the pur· chase is made seldom and unpredictably. To illus· trate how the decision to develop a relationship marketing program can be made, the author has de· veloped a customer lifetime value model utilizing retention rate spending rate and net present value to determine a lifetime value. Utilizing this model, projections can be made predicting the elfects of a relationship marketing program. The examples shown include vacuum cleaners (for which relationship marketing wouldn't work) and a chain of upscale women's fashion shops (for which it would). Carner. (9, 14) CUSTOMER LOYALTY, TOWARD AN INTEGRATED CONCEPTUAL FRAMEWORK Alan Dick and Kunai Basu (1994), journal of the Academy of M\"\"keting Science, 22 (Spring), pp. 99-113. The authors present a conceptual framework to un· derstand the attitudinal components of customer loyalty and its consequences. The relative strength of rhe relationship compared to competing olferings is a key factor. Other factors would be identifying the important antecedents such as the cognitive, in· formational determinants or brand beliefs; the alfect of feeling states such as emotions; and the conative state relating to behavioral aspects such as switching costs, expectations, and sunk costs. The framework also suggests the importance of social norms and situational factors such as store incentives and promotions. Implications for research and how man· agers might improve store loyalty after using this framework are olfered. Sherman. (14) 3.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 1","pages":"Pages 79-88"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090109","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541048","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":"Applying the long interview in direct marketing research","authors":"Arch G. Woodside ,&nbsp;Elizabeth J. Wilson","doi":"10.1002/dir.4000090106","DOIUrl":"10.1002/dir.4000090106","url":null,"abstract":"<div><p>The long interview is an intensive questioning of respondents selected for their special knowledge, experiences, and insights (or ignorance) of the topic under study. The objectives of the long interview include learning the thinking, feeling, and doing processes of the respondents, including an understanding of the respondent's worldview of the topic under study in her or his own language. We compare the strengths and weaknesses of the long interview to other primary data collection methods. We describe a research application of the long interview in direct marketing. The study was designed to: a) learn about the rich complexities in the lives of household gardeners buying and using seeds/plants after responding to direct marketing appeals, and b) resolve the conflicting “theories-in-use” of how and why different customer types purchase products. These differing theories were proposed by different managers in the firm sponsoring the study. The development and critical testing of competing theories-in-use are described. The study was designed to learn about five customer types. The results include thick descriptions of the processes of buying and using seeds and plants purchased through direct marketing offers and store visits.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 1","pages":"Pages 37-55"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090106","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541383","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":"Connecting with the customer - DMEF's annual report","authors":"","doi":"10.1002/dir.4000090212","DOIUrl":"10.1002/dir.4000090212","url":null,"abstract":"Connecting with the customer is the call to action for business success in the 1990's. For more than a quarter of a century, the Foundation has been doing just that ... building the relationship between the direct marketing business community and the academic world ... between this generation of direct marketers and the next. The Foundation's mission has been constant: To improve and expand direct marketing education at the college and university level. But what we do has changed over the years to better reflect the needs of our customers. And the Foundation will continue to grow and evolve. That's the commitment to the hundreds of companies, local clubs and associations, and individuals who support the Foundation -one group of customers -and to thousands of students and educators in our nation's colleges and universities -DMEF's other group of customers. Four initiatives served to strengthen our relationships and expand our customer base this year: --The first competitive Direct Marketing Seminar for Graduate Students --A Professors Institute promoted nationally and to Ph.D. candidates for the first time --Donation of basic direct marketing library collections to 34 Historically and Predominantly Black Colleges and Universities. --A new Collegiate Institute Scholarship Fund that will enable one additional student to attend every national Collegiate Institute. But it's not only \"firsts\" that matter. The ongoing roster of quality programs, a steady stream of communication, and reliable and timely service all contribute to the customer relationship. Each year, the Foundation responds to hundreds of calls... requests for teaching materials, sample course outlines, student resumes, fellowship and program applications, inquiries about courses, degree and certificate programs, career opportunities, etc.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 74-77"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090212","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541610","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 state of telemarketing regulation in the states","authors":"Rita Marie Cain","doi":"10.1002/dir.4000090409","DOIUrl":"10.1002/dir.4000090409","url":null,"abstract":"<div><p>This article explains the results of a survey of state regulators regarding enforcement of telemarketing laws in their jurisdictions. The article particularly examines the validity and efficacy of state registration requirements for telemarketers. The article also critiques the exemption for charitable solicitors found in most laws.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 4","pages":"Pages 76-83"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090409","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51543238","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":"","authors":"","doi":"10.1002/dir.4000090201","DOIUrl":"10.1002/dir.4000090201","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Page i"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090201","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541095","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}