Mail advertising and consumer behavior
基于1987和1991年美国住户调查数据，研究消费者对邮件广告的感受、认知和反应，以及发件人、收件人特征和邮件类型如何影响消费者态度，为广告商和营销者提供提升邮件广告效果的策略。
This paper examines some trends in mail advertising and presents some findings from a longitudinal study on mail sent to and from U.S. households. Data from 1987 and 1991 interviews and diaries of a national probability sample of U.S. households were compared. As the third largest advertising medium, mail has grown in market share in the past decade as traditional advertising media declined or stayed the same. The paper examines how consumers feel, perceive and respond to the advertising mail they receive. It also explores how characteristics of the senders and recipients, factors outside the mail piece and the type of mail piece, influence consumer attitudes, perceptions, and treatment of the mail received. The paper concludes with recommendations to advertisers, marketers, and fundraisers for future research and for increasing the effectiveness of mail in their marketing mix. © 1996 John Wiley & Sons, Inc.