Journal of Direct Marketing最新文献

{"title":"From the practitioners","authors":"Pierre Passavant","doi":"10.1002/dir.4000090202","DOIUrl":"10.1002/dir.4000090202","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 2-4"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090202","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541157","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":"Decision frames and direct marketing offers: A field study in a fundraising context","authors":"John A. Schibrowsky ,&nbsp;James W. Peltier","doi":"10.1002/dir.4000090103","DOIUrl":"10.1002/dir.4000090103","url":null,"abstract":"<div><p>One of the major questions facing direct marketing fundraisers is “How much should we ask for?” If the asking amount is too high, fewer people might give. If the asking amount is too low, average donations might be reduced. This study was designed to answer this question. The results are encouraging for direct marketers. The presentation asking range affects the percentage of givers and the size of the gift. This implies that direct marketers can impact the donation choice process by manipulating the presentation of the asking range. This study represents a first step in understanding how context effects might benefit direct marketers.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 1","pages":"Pages 8-16"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090103","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541215","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":"Customer safety: direct marketing's undermarketed advantage","authors":"Reid P. Claxton","doi":"10.1002/dir.4000090108","DOIUrl":"10.1002/dir.4000090108","url":null,"abstract":"<div><p>In addition to products and services, the direct marketing transaction offers a commodity that is priceless: the customer's personal shopping safety. The potential for danger in today's store environment enables the direct marketer to highlight customer safety as a major distinguishing component of the direct product offering. The inherent customer safety of the direct marketing transaction is vital to society. It is also a feature which, if optimally marketed, offers profit potential whose magnitude may not have existed since Ward, Sears, and Roebuck made shopping available to rural America. Thus, the direct marketer has an immense opportunity and obligation to educate consumers to insist on personal shopping safety as a key purchase criterion. Discussed are marketplace danger and how retailers are addressing it, opportunities and obligations for direct marketers, the theory and practice of marketing the direct shopping safety advantage, and two examples of approaches to creating safety advantage messages. Eighteen research hypotheses are presented, as is a table of nine topics for future study.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 1","pages":"Pages 67-78"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090108","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541510","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 practitioners","authors":"James R. Rosenfilld (Rosenfield & Associates)","doi":"10.1002/dir.4000090302","DOIUrl":"10.1002/dir.4000090302","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 3","pages":"Pages 2-4"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090302","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541659","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":"Sorting the mail: a study of categorization and deliberative processing","authors":"Charles A. McMellon ,&nbsp;Robert H. Ducoffe","doi":"10.1002/dir.4000090107","DOIUrl":"10.1002/dir.4000090107","url":null,"abstract":"<div><p>This study examines how two information-processing theories in consumer research, categorization and deliberative processing, apply to mail-sorting behavior. Experimental subjects were exposed to a mail envelope that was consistent with, or discrepant from, their existing cognitive categories to stimulate different processing behavior across groups. Expertise in direct mail was also examined for its effects on several measures of cognitive response. The data indicate that both types of processing are evident and that expertise plays a different role in mail sorting than previously expected.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 1","pages":"Pages 56-66"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090107","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541449","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":"Applications for the lifetime value model in modern newspaper publishing","authors":"Timothy J. Keane ,&nbsp;Paul Wang","doi":"10.1002/dir.4000090209","DOIUrl":"10.1002/dir.4000090209","url":null,"abstract":"The central tenet of the Lifetime Value Model (LTV) is that not all customers are created equal. Simply defined, the LTV calculates the cost ofattaining and servicing customers, and weighs that cost against the customer's likelihood to remain or grow loyal over time. Database marketing provides an analytical tool to assist business managers in calculating lifetime value and identifying and segmenting these longterm, desirable customers. As Wang and Spiegel noted, \"One way that a company's success can be measured is by the value of its customer base, and especially its base of repeat customers. With proper strategic planning, database marketers can learn to systematically manage and ultimately improve the value of a repeat customer base\" (2:73). This approach requires a slow·burn mentality on the part of management, as it may take years, even decades, for a customer's potential value to be fully realized. Dwyer wrote: \"By giving gross consideration to LTV, programs that do less than break-even on a short-run basis may be 'scored' favorably on the expectation of future business\" (1:00). Furthermore, the overall value of developing such a customer base can go well beyond Simple sales gains. Wang and Spiegel observed: \"The ability to measure and manage the value of a repeat cus· tomer base can lead to a powerful competitive advantage, not only on formulating cost·effective marketing strategies, but also in planning the appropriate response to any future threats launched by external competitors\" (2:81). From insurance companies to retailers, LTV has proven to be a valuable tool that can improve the long-term success of targeted marketing efforts. We believe that the LTV has equally valuable applications for mass marketing efforts. Publishers of narrow interest magazines, such as Time·Life and Meredith Publishing, have used LTV since the 1970s to improve their circulation strategy. Newspaper publishers will find, even with their broadly defined circulation, that they too can benefit from LTV models. In today's competitive publishing environment, marketers need to segment and target readership better to meet advertising and circulation goals. Building a lifetime value for each reader helps them do that. Because the newspaper product is literally recreated dally, it has a unique opportunity to create a relevant product for its readers. In doing so, the newspaper can build its franchise and potentially develop a relationship that nearly equals the read· er's lifetime. We suggest that LTV is an effective tool with which to accomplish this.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 59-66"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090209","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541551","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":"Direct marketing and the use of individual-level consumer information: Determining how and when “privacy” matters","authors":"Glen J. Nowak ,&nbsp;Joseph Phelps","doi":"10.1002/dir.4000090307","DOIUrl":"10.1002/dir.4000090307","url":null,"abstract":"<div><p>The desire to maximize marketing effectiveness and reduce communication costs has increased direct marketers’ reliance on computerized databases, customized persuasion, and other consumer information intensive strategies and tactics (28,54). The belief that the success of marketing efforts is positively related to the amount and specificity of individual-level consumer information (7), however, has raised questions about how far companies should be allowed to go in learning about or attempting to persuade consumers (6,40). In the process, privacy has become widely evoked, but often elusive concept. This article develops a framework for addressing privacy concerns that arise when direct marketers utilize consumer information. It does so by identifying the underlying dimensions of the privacy construct and examining the relationships between those dimensions and direct marketers’ consumer information practices. This approach not only helps identify situations when privacy matters, but suggests productive strategies and tactics for alleviating consumer concerns related to the use of individual-level consumer information.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 3","pages":"Pages 46-60"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090307","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134829809","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 definition of direct marketing: A rejoinder to bauer and miglautsch","authors":"Albert Schofield","doi":"10.1002/dir.4000090206","DOIUrl":"10.1002/dir.4000090206","url":null,"abstract":"<div><p>This article considers the definition of <em>direct marketing</em> proposed by Bauer and Miglautsch (2) in the <em>Journal of Direct Marketing</em> in light of the reality of the direct marketing industry. It suggests that their definition is really a definition of the <em>direct marketing system,</em> rather than <em>of</em> direct marketing <em>per se,</em> and that two definitions may be needed, one for direct marketing, and one for direct marketing system. It stresses that an acceptable definition must define direct marketing as it is, rather than what would constitute effective or efficient direct marketing.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 2","pages":"Pages 32-38"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090206","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51541970","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 practitioners","authors":"John D. Yeck","doi":"10.1002/dir.4000090101","DOIUrl":"10.1002/dir.4000090101","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 1","pages":"Pages 2-4"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090101","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72353019","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":"New customer acquisition: prospecting models and the use of commercially available external data","authors":"Thomas S. Lix ,&nbsp;Paul D. Berger ,&nbsp;Thomas L. Magliozzi","doi":"10.1002/dir.4000090403","DOIUrl":"10.1002/dir.4000090403","url":null,"abstract":"<div><p>Research on improved direct mail targeting has focused primarily on the segmenting of house/customer lists. However, continued expansion of the customer file requires acquisition of new customers. This article briefly described commercially available databases and then explores the linking of them to (necessarily) limited, individual-based survey data, to provide segmentation to enhance the process of efficient targeting of prospects (non-customers). Two methodological issues are also examined: the choice of a statistical model to be used to form a scoring equation during the linking process, and the treatment of missing values, a frequent occurrence in commercially available databases.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 4","pages":"Pages 8-18"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090403","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51542120","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}