Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199723)11:4<4::AID-DIR2>3.0.CO;2-T
John Deighton , Rashi Glazer
{"title":"From the editors","authors":"John Deighton , Rashi Glazer","doi":"10.1002/(SICI)1522-7138(199723)11:4<4::AID-DIR2>3.0.CO;2-T","DOIUrl":"https://doi.org/10.1002/(SICI)1522-7138(199723)11:4<4::AID-DIR2>3.0.CO;2-T","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 4","pages":"Pages 4-5"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199723)11:4<4::AID-DIR2>3.0.CO;2-T","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"137408126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199722)11:3<5::AID-DIR2>3.0.CO;2-U
John Deighton , Rashi Glazer
{"title":"From the editors","authors":"John Deighton , Rashi Glazer","doi":"10.1002/(SICI)1522-7138(199722)11:3<5::AID-DIR2>3.0.CO;2-U","DOIUrl":"https://doi.org/10.1002/(SICI)1522-7138(199722)11:3<5::AID-DIR2>3.0.CO;2-U","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 3","pages":"Pages 5-7"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199722)11:3<5::AID-DIR2>3.0.CO;2-U","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136996959","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199724)11:1<30::AID-DIR4>3.0.CO;2-#
Paul D. Berger , Gerald E. Smith
This paper provides guidelines to charitable marketers in general, and university fund-raising managers in particular, regarding the effects of direct mail framing strategies and direct mail segmentation variables on the performance of university fundraising efforts. Several direct mail framing strategies (factors) were empirically tested in a designed fractional factorial experiment that allowed the determination of not only the (main) effect of each factor, but also their interaction effects. These framing strategies included four factors: size of anchor (suggested donation), frame valence (whether a frame is expressed in positive vs. negative terms), and inclusion or not of two independent types of reference information. In addition, we studied the impact of the traditional direct marketing variables, recency, frequency, and monetary (RFM), as well as various demographic factors. Two performance measures were considered: 1) response rate, and 2) size of gift. Results indicated, among other things, that to a large extent the two measures are affected by different factors.
{"title":"The effect of direct mail framing strategies and segmentation variables on university fundraising performance","authors":"Paul D. Berger , Gerald E. Smith","doi":"10.1002/(SICI)1522-7138(199724)11:1<30::AID-DIR4>3.0.CO;2-#","DOIUrl":"10.1002/(SICI)1522-7138(199724)11:1<30::AID-DIR4>3.0.CO;2-#","url":null,"abstract":"<div><p>This paper provides guidelines to charitable marketers in general, and university fund-raising managers in particular, regarding the effects of direct mail framing strategies and direct mail segmentation variables on the performance of university fundraising efforts. Several direct mail framing strategies (factors) were empirically tested in a designed fractional factorial experiment that allowed the determination of not only the (main) effect of each factor, but also their interaction effects. These framing strategies included four factors: size of anchor (suggested donation), frame valence (whether a frame is expressed in positive vs. negative terms), and inclusion or not of two independent types of reference information. In addition, we studied the impact of the traditional direct marketing variables, recency, frequency, and monetary (RFM), as well as various demographic factors. Two performance measures were considered: 1) response rate, and 2) size of gift. Results indicated, among other things, that to a large extent the two measures are affected by different factors.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 1","pages":"Pages 30-43"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199724)11:1<30::AID-DIR4>3.0.CO;2-#","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50728348","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199722)11:3<2::AID-DIR1>3.0.CO;2-U
David Shepard
{"title":"From the practitioner","authors":"David Shepard","doi":"10.1002/(SICI)1522-7138(199722)11:3<2::AID-DIR1>3.0.CO;2-U","DOIUrl":"https://doi.org/10.1002/(SICI)1522-7138(199722)11:3<2::AID-DIR1>3.0.CO;2-U","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 3","pages":"Pages 2-4"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199722)11:3<2::AID-DIR1>3.0.CO;2-U","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136861489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199721)11:2<20::AID-DIR4>3.0.CO;2-#
James D. Hess , Glenn E. Mayhew
Returns are a significant problem for many direct marketers. New models to more accurately explain and predict returns, as well as models that will allow accurate scoring of customers and merchandise for return propensity, would be useful in an industry where returns can exceed 20 percent of sales. We offer a split adjusted hazard model as an alternative to simple regression of return times. We explain why the hazard model is robust and offer an example of its estimation using data of actual returns from an apparel direct marketer.
{"title":"Modeling merchandise returns in direct marketing","authors":"James D. Hess , Glenn E. Mayhew","doi":"10.1002/(SICI)1522-7138(199721)11:2<20::AID-DIR4>3.0.CO;2-#","DOIUrl":"10.1002/(SICI)1522-7138(199721)11:2<20::AID-DIR4>3.0.CO;2-#","url":null,"abstract":"<div><p>Returns are a significant problem for many direct marketers. New models to more accurately explain and predict returns, as well as models that will allow accurate scoring of customers and merchandise for return propensity, would be useful in an industry where returns can exceed 20 percent of sales. We offer a split adjusted hazard model as an alternative to simple regression of return times. We explain why the hazard model is robust and offer an example of its estimation using data of actual returns from an apparel direct marketer.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 2","pages":"Pages 20-35"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199721)11:2<20::AID-DIR4>3.0.CO;2-#","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50726008","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199724)11:1<2::AID-DIR1>3.0.CO;2-S
Don E. Schultz
{"title":"From the editor","authors":"Don E. Schultz","doi":"10.1002/(SICI)1522-7138(199724)11:1<2::AID-DIR1>3.0.CO;2-S","DOIUrl":"https://doi.org/10.1002/(SICI)1522-7138(199724)11:1<2::AID-DIR1>3.0.CO;2-S","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 1","pages":"Pages 2-4"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199724)11:1<2::AID-DIR1>3.0.CO;2-S","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"92128394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1997-01-01DOI: 10.1002/(SICI)1522-7138(199722)11:3<14::AID-DIR4>3.0.CO;2-#
Mary Ann Eastlick PhD , MengMeng Liu
This research investigated perceptions of attributes of television shopping programs relative to those of department and specialty stores and the relationships among attitude toward department and specialty stores, frequencies of shopping from catalogs and on-line shopping systems, and attitude toward television shopping programs. Data were obtained from a mail survey conducted on a random sample of 1,000 U.S. households that subscribed to cable television. Findings showed that overall attitude toward retail stores was significantly and positively related to overall attitude toward television shopping programs. There was also a strong relationship between patronage of television and attitudes toward merchandise, price, atmosphere/entertainment, salesperson service, and general service policy attributes of television shopping programs relative to those of store retailers.
{"title":"The influence of store attitudes and other nonstore shopping patterns on patronage of television shopping programs","authors":"Mary Ann Eastlick PhD , MengMeng Liu","doi":"10.1002/(SICI)1522-7138(199722)11:3<14::AID-DIR4>3.0.CO;2-#","DOIUrl":"10.1002/(SICI)1522-7138(199722)11:3<14::AID-DIR4>3.0.CO;2-#","url":null,"abstract":"<div><p>This research investigated perceptions of attributes of television shopping programs relative to those of department and specialty stores and the relationships among attitude toward department and specialty stores, frequencies of shopping from catalogs and on-line shopping systems, and attitude toward television shopping programs. Data were obtained from a mail survey conducted on a random sample of 1,000 U.S. households that subscribed to cable television. Findings showed that overall attitude toward retail stores was significantly and positively related to overall attitude toward television shopping programs. There was also a strong relationship between patronage of television and attitudes toward merchandise, price, atmosphere/entertainment, salesperson service, and general service policy attributes of television shopping programs relative to those of store retailers.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"11 3","pages":"Pages 14-24"},"PeriodicalIF":0.0,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199722)11:3<14::AID-DIR4>3.0.CO;2-#","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50726438","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"From the Practitioners. The Rodalization Process","authors":"Robert J. Teufel","doi":"10.1002/DIR.4000100202","DOIUrl":"https://doi.org/10.1002/DIR.4000100202","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"45 1","pages":"1-3"},"PeriodicalIF":0.0,"publicationDate":"1996-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86218486","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1996-01-01DOI: 10.1002/(SICI)1522-7138(199621)10:2<36::AID-DIR5>3.0.CO;2-#
James W. Peltier , John A. Schibrowsky , John W. Davis
Profiles of prospect groups are developed in terms of their likelihood of fulfilling financial obligations to direct mail offers. An extensive database of individuals responding to a variety of direct mail offers is analyzed, and the variables that best differentiate the likelihood of defaulting or not defaulting on their financial commitments are identified. Two specific data-analytic models are presented. The first tests hypotheses pertaining to a limited set of demographic and credit-related variables. The second begins with a set of 271 variables and identifies the 11 that best predict default likelihood.
{"title":"Predicting payment and nonpayment of direct mail obligations: Profiling good and bad credit risks","authors":"James W. Peltier , John A. Schibrowsky , John W. Davis","doi":"10.1002/(SICI)1522-7138(199621)10:2<36::AID-DIR5>3.0.CO;2-#","DOIUrl":"10.1002/(SICI)1522-7138(199621)10:2<36::AID-DIR5>3.0.CO;2-#","url":null,"abstract":"<div><p>Profiles of prospect groups are developed in terms of their likelihood of fulfilling financial obligations to direct mail offers. An extensive database of individuals responding to a variety of direct mail offers is analyzed, and the variables that best differentiate the likelihood of defaulting or not defaulting on their financial commitments are identified. Two specific data-analytic models are presented. The first tests hypotheses pertaining to a limited set of demographic and credit-related variables. The second begins with a set of 271 variables and identifies the 11 that best predict default likelihood.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages 36-43"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199621)10:2<36::AID-DIR5>3.0.CO;2-#","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725064","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Horatio Alger, Jr. would love the Direct Marketing story! Horatio, as many of our younger readers may not know, was a prolific author of rags-to-riches books, penned at the turn of the last century, Far more uplifting, but no more expensive than the "forbidden" dime novels of the day, Alger's books all followed the same familiar theme: A poor, orphaned, neglected young lad was reduced to selling papers, shining shoes, sorting rags, or similar unrewarding drudgery just to get by. By dint of hard but honest work, he rose, by the time Alger reached THE END, to at least the status of a millionaire, gaining acceptance by and the respect of society and the reader on the way. Does this parallel the life story, over the past half ce9-tury, of the direct method of marketing? You bet it does, Fifty years ago advertisers and their advertising agencies invested heavily in mass advertising but treated mail very much as an orphan medium. Afew companies used direct mail advertising brilliantly and there were a number of significant mail order success stories, However, hardly any major advertising agencies had direct mail departments or paid much attention to the medium. Colleges and universities followed their example and Virtually ignored the subject. Direct marketing wasn't even identified as a marketing method. The virtues of direct mail/direct response/mail order were gradually recognized. It became clear that certain basic characteristics and techniques contributed to "direct's" success and that these methods could be used profitably with other media. Basically, the method consists of sending promotional messages through a medium to a careful selection of better-than-average prospects or customers so that individuals who receive the messages and respond can be identified by name, address, and other characteristics (the database and lists selected from it); the ability to tailor messages to the personal interests, needs, and wants of the recipients, and-certainly a vital factor-the ability to track and measure response and results. All this makes it possible to build accountability into marketing programs.
{"title":"From the Practitioner. Rags to Riches","authors":"John D. Yeck","doi":"10.1002/dir.4000100103","DOIUrl":"10.1002/dir.4000100103","url":null,"abstract":"Horatio Alger, Jr. would love the Direct Marketing story! Horatio, as many of our younger readers may not know, was a prolific author of rags-to-riches books, penned at the turn of the last century, Far more uplifting, but no more expensive than the \"forbidden\" dime novels of the day, Alger's books all followed the same familiar theme: A poor, orphaned, neglected young lad was reduced to selling papers, shining shoes, sorting rags, or similar unrewarding drudgery just to get by. By dint of hard but honest work, he rose, by the time Alger reached THE END, to at least the status of a millionaire, gaining acceptance by and the respect of society and the reader on the way. Does this parallel the life story, over the past half ce9-tury, of the direct method of marketing? You bet it does, Fifty years ago advertisers and their advertising agencies invested heavily in mass advertising but treated mail very much as an orphan medium. Afew companies used direct mail advertising brilliantly and there were a number of significant mail order success stories, However, hardly any major advertising agencies had direct mail departments or paid much attention to the medium. Colleges and universities followed their example and Virtually ignored the subject. Direct marketing wasn't even identified as a marketing method. The virtues of direct mail/direct response/mail order were gradually recognized. It became clear that certain basic characteristics and techniques contributed to \"direct's\" success and that these methods could be used profitably with other media. Basically, the method consists of sending promotional messages through a medium to a careful selection of better-than-average prospects or customers so that individuals who receive the messages and respond can be identified by name, address, and other characteristics (the database and lists selected from it); the ability to tailor messages to the personal interests, needs, and wants of the recipients, and-certainly a vital factor-the ability to track and measure response and results. All this makes it possible to build accountability into marketing programs.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 1","pages":"Pages 4-6"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100103","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51543300","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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