{"title":"","authors":"","doi":"10.1002/dir.4000100206","DOIUrl":"10.1002/dir.4000100206","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages ii-iii"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100206","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72144410","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 Editor","authors":"Don E. Schultz","doi":"10.1002/dir.4000100104","DOIUrl":"10.1002/dir.4000100104","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 1","pages":"Pages 7-9"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100104","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72182064","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(199622)10:3<18::AID-DIR2>3.0.CO;2-0
Hiek R. van der Scheer , Janny C. Hoekstra , Marco Vriens
Improving direct mail response rates generally may be accomplished by two alternative approaches: 1) target selection and 2) optimization of direct mail characteristics. We propose a conjoint analysis-experimental approach to simultaneously implement target selection and design optimization. Target selection is, in our approach, induced by the “opt out” function of the reply card. In an empirical study for a charity institution, we show how the optimal design of a reply card can be derived and how the reply card can be used for target selection purposes. The results from both approaches are used to derive profit implications.
{"title":"Using “opt out” reply cards in direct mail","authors":"Hiek R. van der Scheer , Janny C. Hoekstra , Marco Vriens","doi":"10.1002/(SICI)1522-7138(199622)10:3<18::AID-DIR2>3.0.CO;2-0","DOIUrl":"10.1002/(SICI)1522-7138(199622)10:3<18::AID-DIR2>3.0.CO;2-0","url":null,"abstract":"<div><p>Improving direct mail response rates generally may be accomplished by two alternative approaches: 1) target selection and 2) optimization of direct mail characteristics. We propose a conjoint analysis-experimental approach to simultaneously implement target selection and design optimization. Target selection is, in our approach, induced by the “opt out” function of the reply card. In an empirical study for a charity institution, we show how the optimal design of a reply card can be derived and how the reply card can be used for target selection purposes. The results from both approaches are used to derive profit implications.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 18-27"},"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(199622)10:3<18::AID-DIR2>3.0.CO;2-0","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72196005","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}
New name, new editors, new look. That's what's ahead for the Foundation's Journal ofDirect Marketing. Beginning next year with Volume 11, the Journal will become the Journal of Interactive Marketing. The new co-editors will be Dr. John Deighton ofthe Harvard University Graduate School of Business Administration, and Dr. Rashi Glazer of the Haas School of Business, University of California at Berkeley. DMEF President Richard Montesi made the announcement in July. He believes the new name and the new editors will attract the interest of top academic researchers and continue the quarterly's climb into the ranks ofleading academic journals. Montesi said, ''This is a unique moment in time. Interactivity is not only challenging marketing as we've known it, it's also challenging academic thinking and research." He continued, ''The Foundation has the opportunity to elevate the Journal and firmly establish direct marketing as an academic discipline ifwe capitalize on the changes technology is bringing to direct marketing and consolidate the gains the Journal made under the direction of its first editor, Don Schuhz." After more than ten years of nurturing the Journal ofDirect Marketing from an idea to an established and respected refereed journa~ Editor Don Schultz is stepping down. Schultz, a professor at Northwestern University's Medill School of Journalism and a familiar keynoter at direct marketing conferences, is gradually reducing his teaching and academic responsibilities as he plans for his retirement from Northwestern. His contributions to the Journal -and they are many -will be especially noted and recognized at the 1996 Educators' Conference Luncheon in New Orleans. To reflect the expanded scope of the Journal and to encourage increased academic rigor, the Editorial Review Board also will be realigned with the addition of new members from both the academic and business communities. The editorial offices will remain at Northwestern University. John Wiley & Sons will continue to publish the Journal, and have promised a new design.
新名字，新编辑，新面貌。这就是基金会的《直销杂志》的未来。从明年第11卷开始，该杂志将成为互动营销杂志。新的联合编辑将是哈佛大学工商管理研究生院的John Deighton博士和加州大学伯克利分校哈斯商学院的Rashi Glazer博士。DMEF主席Richard Montesi于7月宣布了这一消息。他相信，新名称和新编辑将吸引顶级学术研究人员的兴趣，并使该季刊继续跻身领先学术期刊之列。蒙泰西说:“这是一个独特的时刻。正如我们所知，互动性不仅挑战着市场营销，也挑战着学术思维和研究。”他继续说:“如果我们利用技术给直销带来的变化，巩固《华尔街日报》在首任编辑Don Schuhz的指导下取得的成果，基金会就有机会提升《华尔街日报》，并牢固地将直销作为一门学术学科。”经过十多年的培育，《直销杂志》从一个创意发展成为一份成熟且受人尊敬的评审期刊，编辑唐·舒尔茨即将卸任。舒尔茨是西北大学(Northwestern University)梅迪尔新闻学院(Medill School of Journalism)的教授，也是人们熟悉的直销会议的主讲人。随着他计划从西北大学退休，他正在逐渐减少自己的教学和学术责任。1996年在新奥尔良举行的教育工作者会议午宴上，他对《华尔街日报》的贡献将会得到特别的关注和认可。为了反映《华尔街日报》扩大的范围，并鼓励提高学术严谨性，编辑评审委员会也将重新调整，从学术界和商界增加新成员。编辑部将留在西北大学。约翰·威利父子公司将继续出版《华尔街日报》，并承诺推出新的设计。
{"title":"From DMEF. Major changes ahead for journal","authors":"","doi":"10.1002/dir.4000100404","DOIUrl":"10.1002/dir.4000100404","url":null,"abstract":"New name, new editors, new look. That's what's ahead for the Foundation's Journal ofDirect Marketing. Beginning next year with Volume 11, the Journal will become the Journal of Interactive Marketing. The new co-editors will be Dr. John Deighton ofthe Harvard University Graduate School of Business Administration, and Dr. Rashi Glazer of the Haas School of Business, University of California at Berkeley. DMEF President Richard Montesi made the announcement in July. He believes the new name and the new editors will attract the interest of top academic researchers and continue the quarterly's climb into the ranks ofleading academic journals. Montesi said, ''This is a unique moment in time. Interactivity is not only challenging marketing as we've known it, it's also challenging academic thinking and research.\" He continued, ''The Foundation has the opportunity to elevate the Journal and firmly establish direct marketing as an academic discipline ifwe capitalize on the changes technology is bringing to direct marketing and consolidate the gains the Journal made under the direction of its first editor, Don Schuhz.\" After more than ten years of nurturing the Journal ofDirect Marketing from an idea to an established and respected refereed journa~ Editor Don Schultz is stepping down. Schultz, a professor at Northwestern University's Medill School of Journalism and a familiar keynoter at direct marketing conferences, is gradually reducing his teaching and academic responsibilities as he plans for his retirement from Northwestern. His contributions to the Journal -and they are many -will be especially noted and recognized at the 1996 Educators' Conference Luncheon in New Orleans. To reflect the expanded scope of the Journal and to encourage increased academic rigor, the Editorial Review Board also will be realigned with the addition of new members from both the academic and business communities. The editorial offices will remain at Northwestern University. John Wiley & Sons will continue to publish the Journal, and have promised a new design.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 64-67"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100404","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51543860","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<44::AID-DIR6>3.0.CO;2-Z
Michael T. Elliott , Pamela Lockard
Although infomercials have altered the landscape of late-night commercial television, there has yet to be a study of the information content of this new advertising form. Using the Resnik and Stern method (23), this article assesses the information content of over 200 infomercials aired on major broadcast and cable networks. The findings indicate that infomercials averaged 5.82 information cues (far more than any other advertising media) and that product availability, components, and performance were the most frequently used information cues. The amount and types of information found in infomercials also varied by program format and product category.
{"title":"An analysis of information content in infomercial programs","authors":"Michael T. Elliott , Pamela Lockard","doi":"10.1002/(SICI)1522-7138(199621)10:2<44::AID-DIR6>3.0.CO;2-Z","DOIUrl":"10.1002/(SICI)1522-7138(199621)10:2<44::AID-DIR6>3.0.CO;2-Z","url":null,"abstract":"<div><p>Although infomercials have altered the landscape of late-night commercial television, there has yet to be a study of the information content of this new advertising form. Using the Resnik and Stern method (23), this article assesses the information content of over 200 infomercials aired on major broadcast and cable networks. The findings indicate that infomercials averaged 5.82 information cues (far more than any other advertising media) and that product availability, components, and performance were the most frequently used information cues. The amount and types of information found in infomercials also varied by program format and product category.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages 44-55"},"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<44::AID-DIR6>3.0.CO;2-Z","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725124","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(199623)10:4<52::AID-DIR5>3.0.CO;2-W
Mohammed Y.A. Rawwas , David Strutton , Lester W. Johnson
MOHAMMED Y. A RAWIf../!'S is an Assistant Professor of Marketing at the University of Northern Iowa. Professor Rawwas's primary research interests include cross-cultural ethics, international business, and health care marketing. DAVID STRUTTON is the Acadiana Bottling Professor of Marketing and the J. W. Steen Regents Professor of Business Administration at the University of Southwestern Louisiana. His research primarily addresses issues pertaining to business-to-business relationships. LESTER W. JOHNSON is Professor of Marketing at the University of Sydney, in Australia. His research generally addresses issues pertaining to advertising, seNices marketing, and research methodology. This research was partially funded by a Project Grant from the Graduate College of the University of Northern Iowa.
MOHAMMED Y. A RAWIf. /!他是北爱荷华大学市场营销学助理教授。Rawwas教授的主要研究兴趣包括跨文化伦理学、国际商务和医疗保健营销。DAVID STRUTTON是西南路易斯安那大学阿卡迪亚装瓶营销教授和j.w. Steen Regents工商管理教授。他的研究主要涉及与企业对企业关系有关的问题。LESTER W. JOHNSON是澳大利亚悉尼大学市场营销学教授。他的研究主要涉及广告、科学营销和研究方法论。这项研究的部分资金来自北爱荷华大学研究生院的项目资助。
{"title":"An exploratory investigation of the ethical values of American and Australian consumers: Direct marketing implications","authors":"Mohammed Y.A. Rawwas , David Strutton , Lester W. Johnson","doi":"10.1002/(SICI)1522-7138(199623)10:4<52::AID-DIR5>3.0.CO;2-W","DOIUrl":"10.1002/(SICI)1522-7138(199623)10:4<52::AID-DIR5>3.0.CO;2-W","url":null,"abstract":"MOHAMMED Y. A RAWIf../!'S is an Assistant Professor of Marketing at the University of Northern Iowa. Professor Rawwas's primary research interests include cross-cultural ethics, international business, and health care marketing. DAVID STRUTTON is the Acadiana Bottling Professor of Marketing and the J. W. Steen Regents Professor of Business Administration at the University of Southwestern Louisiana. His research primarily addresses issues pertaining to business-to-business relationships. LESTER W. JOHNSON is Professor of Marketing at the University of Sydney, in Australia. His research generally addresses issues pertaining to advertising, seNices marketing, and research methodology. This research was partially funded by a Project Grant from the Graduate College of the University of Northern Iowa.","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 52-63"},"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(199623)10:4<52::AID-DIR5>3.0.CO;2-W","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50726112","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<24::AID-DIR4>3.0.CO;2-0
Ping Wang , Joanna R. Baker
An important aspect of direct marketing research focuses on developing and segmenting a house list (customer database) using various geographic, socioeconomic, and recency, frequency and monetary (RFM) measures. For a typical promotion, direct marketers may take a simple random sample from the house list as a test mailing to forecast the segment rollout response rates. Decisions about the final rollout are made in such a way that only the segments with response rates over the prespecified threshold or break-even response rate will be used. In this article, it is shown that the commonly used simple random sampling procedure may seriously underestimate the variability of the rollout response rates of segments with higher test response rates, overforecast the potential number of buyers from the rollout, and inflate forecast accuracy. Several procedures are proposed to improve the house list tests, and examples are used to compare the new procedures with the existing one. Results show that the proposed house list test procedures provide more statistically efficient, cost-effective, and reliable forecasts for segment response rates while improving the accuracy of forecasts generated.
{"title":"Procedures to improve the house list segment tests","authors":"Ping Wang , Joanna R. Baker","doi":"10.1002/(SICI)1522-7138(199621)10:2<24::AID-DIR4>3.0.CO;2-0","DOIUrl":"10.1002/(SICI)1522-7138(199621)10:2<24::AID-DIR4>3.0.CO;2-0","url":null,"abstract":"<div><p>An important aspect of direct marketing research focuses on developing and segmenting a house list (customer database) using various geographic, socioeconomic, and recency, frequency and monetary (RFM) measures. For a typical promotion, direct marketers may take a simple random sample from the house list as a test mailing to forecast the segment rollout response rates. Decisions about the final rollout are made in such a way that only the segments with response rates over the prespecified threshold or break-even response rate will be used. In this article, it is shown that the commonly used simple random sampling procedure may seriously underestimate the variability of the rollout response rates of segments with higher test response rates, overforecast the potential number of buyers from the rollout, and inflate forecast accuracy. Several procedures are proposed to improve the house list tests, and examples are used to compare the new procedures with the existing one. Results show that the proposed house list test procedures provide more statistically efficient, cost-effective, and reliable forecasts for segment response rates while improving the accuracy of forecasts generated.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages 24-35"},"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<24::AID-DIR4>3.0.CO;2-0","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50724969","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":"","authors":"","doi":"10.1002/dir.4000100304","DOIUrl":"10.1002/dir.4000100304","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 80-84"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100304","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72187336","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":"","authors":"","doi":"10.1002/dir.4000100405","DOIUrl":"10.1002/dir.4000100405","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages ii-iv"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100405","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72170700","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":"","authors":"","doi":"10.1002/dir.4000100201","DOIUrl":"10.1002/dir.4000100201","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Page i"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100201","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72183416","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}
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