Alternative Reply Vehicles in Direct-Response Advertising
调查英国两个消费者市场和一个B2B市场，发现消费者费力索取信息后更可能购买的结果在英国消费者市场得到弱支持，但B2B市场强烈支持应使回复尽可能简单的传统观点。
Surveys of two consumer markets and one business-to-business market in the United Kingdom question the generality of a recent finding that consumers expending more effort to request information from advertisers are more likely to buy the product. This finding is confirmed, but not strongly, in the United Kingdom consumer markets; but results from the business-to-business market strongly support the conventional direct-marketing wisdom that response should be made as easy as possible. In this market the easier inquiry methods produced better results in terms of quantity of inquiries, conversion rates, and revenue per inquiry.