Application of computer-based retrieval concepts to a marketing information dissemination system

Abstract

It is a practical philosophy of many industrial advertisers to direct promotional material and product information to customers and prospects on a selective basis. This selectivity entails direction of mail to recipients so that each receives literature in accord with his established needs and interests. Selectivity affords a considerable reduction in material, addressing and postage costs, and insures that the right information is sent to the right person at the right time. In addition to enhancing the personal touch in the process, the likelihood is increased that the recipient will study and retain every mailing sent to him because he recognizes that these are about subjects in which he is likely to have an active interest.