International direct marketing strategy

Abstract

Direct marketing is the fastest growing advertising medium in the United States and it is growing almost as fast in many other countries. With international growth, the role of direct mail in the media mix warrants investigation. Should a uniform media strategy be employed? In this context, perceptions of young adults in the U.S., Canada, Hong Kong, and India toward direct mail advertising and advertising in newspapers, magazines, television, radio, and outdoor are examined along four evaluative dimensions: enjoyable, informative, annoying, and offensive. Results suggest that significant differences exist in media-specific perceptions with each country and across the four countries. These findings have implications for global media strategy.