Drawing Prospects to E-Commerce Websites
研究了使用传统直邮广告推广电子商务网站的效果，通过五种不同广告测试哪种能吸引更多客户访问网站。
<h3>ABSTRACT</h3> As marketing moves into the internet era, new research projects are needed to learn what works best in E-commerce. This study investigates an unexplored area: executing Jutkins9 (1999) suggestion to use traditional advertising media to promote a website. Five different traditional direct mail advertisements were developed and sent out to prospects to determine which type of advertisement, if any, could draw more customers to a commercial website. Each of the five advertisements promoted a distinct website address (URL) so to provide an accurate calculation of website ‘hits’ produced by each of the test advertisements. A postal questionnaire survey was also reported.