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2015 | OriginalPaper | Chapter

Techniques for Improving Direct Mail Advertising Exposure

Authors : Roger O’Neill, Milton M. Pressley

Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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This study summarizes the results of more than 135 proprietary, direct mail advertising tests. Herein, these tests are referred to as Mail Ad Exposure (MAX) tests. The techniques that have been subjected to MAX testing include: (1) mailings of ad reprints, (2) self-mailers (mail with no envelope), (3) polybags, (4) closed envelopes, (5) die-cut (window) envelopes, (6) mailers in a series, (7) news letters, (8) dimensional mail, (9) samples, (10) cassettes, and (11) tubes.

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Metadata
Title
Techniques for Improving Direct Mail Advertising Exposure
Authors
Roger O’Neill
Milton M. Pressley
Copyright Year
2015
Book
Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-16945-3

Electronic ISBN: 978-3-319-16946-0

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-16946-0_173