Journal of Direct Marketing最新文献_第9页

Home shopping channel customer segments: A cross-cultural perspective 家庭购物渠道客户细分:跨文化视角

Journal of Direct Marketing Pub Date : 1995-01-01 Epub Date: 2011-01-17 DOI: 10.1002/dir.4000090407

William J. McDonald

引用次数: 26

From the editor 来自编辑

Journal of Direct Marketing Pub Date : 1995-01-01 Epub Date: 2011-01-17 DOI: 10.1002/dir.4000090102

Don E. Schultz

引用次数: 2

The use of black models in specialty catalogs 在专业目录中使用黑人模特

Journal of Direct Marketing Pub Date : 1995-01-01 Epub Date: 2011-01-17 DOI: 10.1002/dir.4000090406

Elizabeth J. Wilson , Abhijit Biswas

{"title":"The use of black models in specialty catalogs","authors":"Elizabeth J. Wilson , Abhijit Biswas","doi":"10.1002/dir.4000090406","DOIUrl":"10.1002/dir.4000090406","url":null,"abstract":"<div>Although there are a wealth of studies which examine the use of minority models (particularly African American models) in advertising, we found no research that addresses the use of black models in direct marketing vehicles, that is, specialty catalogs. We conducted a content analysis of 111 clothing and gift catalogs to determine benchmarks on the use of black models in catalogs. Generally, we found that black models in specialty catalogs tend to be used in similar proportions to magazine advertisements and less than the proportion of black models in television advertisements. The average proportion of black models in catalogs is roughly 4 percent. While this percentage does not reflect the proportion of African Americans in our society (12%), it is close to the proportion of black Americans that shop from specialty catalogs (7.5%). Other findings were that black models are shown with relatively high-price/value merchandise; medium-brown completed models tend to be used more than models who are very dark or very light in complexion; and nine percent of models on catalog covers are black. We compare our findings to those in the advertising literature and offer implications for direct marketing management and strategy.</div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"9 4","pages":"Pages 47-56"},"PeriodicalIF":0.0,"publicationDate":"1995-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000090406","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82694133","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: 7

摘要

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080311

引用次数: 0

From the practitioners 来自从业者

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080302

Robert Kestnbaum

引用次数: 0

Strategies for penetrating the japanese market 打入日本市场的策略

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080107

Lisa A. Petrison , Masaru Ariga , Paul Wang

引用次数: 5

From the editor 来自编辑

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080303

Don E. Schultz

引用次数: 6

CRISP: Customer response based iterative segmentation procedures for response modeling in direct marketing CRISP:基于客户反应的迭代分割程序，用于直接营销中的反应建模

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080304

Wayne S. DeSarbo , Venkatram Ramaswamy

{"title":"CRISP: Customer response based iterative segmentation procedures for response modeling in direct marketing","authors":"Wayne S. DeSarbo , Venkatram Ramaswamy","doi":"10.1002/dir.4000080304","DOIUrl":"10.1002/dir.4000080304","url":null,"abstract":"<div>We present a system of empirical segmentation procedures called CRISP (Customer Response-based Iterative Segrnentation Procedures) for simultaneously 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 customer heterogeneity 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.</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}

引用次数: 64

Direct marketing and online consumer information services (OLCISs) : Implications and challenges 直销和在线消费者信息服务(olcis):影响和挑战

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080404

W. Wayne Talarzyk , Robert E. Widing II

{"title":"Direct marketing and online consumer information services (OLCISs) : Implications and challenges","authors":"W. Wayne Talarzyk , Robert E. Widing II","doi":"10.1002/dir.4000080404","DOIUrl":"10.1002/dir.4000080404","url":null,"abstract":"For over 25 years the idea of consumers using computers to shop electronically, and to receive all types of information directly into their homes, has been put forth as the wave of the future. During the early 1980s a number of such services were tested and brought to the marketplace. But consumers showed little interest in the electronic information services and the ability to shop via such services. Today there seems to be a renewed interest in such computer information services and the potential they offer for direct marketing. A few online consumer information services (OLCISs) have shown slow but steady growth during the past few years, and a number of new services have been introduced with some market acceptance more recently. Several such systems are mentioned as part of Business Week's cover story articles on interactive media (20) and retailing's new frontier (27). We believe that a critical mass of OLCISs is beginning to form and that it is time for marketers and academics to give more attention to these emerging technologies. Our comments toward that end are organized in several major areas. At the outset it is important to look at the beginnings of OLCISs to help achieve an appreciation of how these services have developed. Then we want to examine some of the relevant literature on the retailing status and potential of OLCISs. To provide a more current perspective on OLCISs and where they are likely to lead in the coming years, we present survey results concerning the opinions and attitudes of 100 key informants about OLCISs in general, and their use for retailing in particular. We conclude with implications and challenges for direct marketers and academics.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"8 4","pages":"6-17"},"PeriodicalIF":0.0,"publicationDate":"1994-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000080404","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72170696","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: 14

Guidelines for direct marketers to aggregate and analyze third-party complaints 直销人员汇总和分析第三方投诉的指导方针

Journal of Direct Marketing Pub Date : 1994-01-01 Epub Date: 2010-03-02 DOI: 10.1002/dir.4000080407

John A. Schibrowsky , Richard S. Lapidus

引用次数: 1