As international direct marketing continues to grow, understanding international consumers’ attitudes toward direct marketing practices becomes paramount. In this article we develop and test a conceptual model that delineates antecedents to consumers’ attitudes toward direct marketing and consumer privacy issues in Argentina. Our empirical study partially replicates the Equifax survey. The results from our sample of Argentine consumers are compared to those of U.S. consumers.
Within the context of recent technological, economic, political, and social developments, this article covers the following: market entry strategies and international direct marketing, export value chain and transaction cost analysis for judging the effectiveness of international direct marketing, the drivers encouraging the growth of international direct marketing, and the Triad and international direct marketing.
The use of nonstore retailing by older adults has been well documented. Unfortunately, many of the findings are contradictory and there is still confusion as to the role they play in this sector. The contention tested in this study is that using chronological age as a determinant of old age confuses findings, and that retirement is a much better indicator. By comparing several direct marketing behaviors and related attitudes, it is evident that retirement is a better predictor of nonstore retailer use than chronological age. The general marketing implications are discussed.
This exploratory study contributes to an overlooked area of direct marketing research—the small local retail view of direct mail as an advertising medium. Traditional wisdom has indicated newspaper advertising as most appropriate for local retail firms, however, recent literature challenges that perspective. Data gathered from 187 small local retail firms in 41 states indicated that direct mail is perceived as a valuable advertising medium. Moreover, analysis suggests that direct mail is seen as significantly more valuable than weekly/community and daily newspapers—media that historically have been mainstays in the small retailer promotional mix. However, the data do reveal several significant differences in media perceptions between various retail sectors. Because of increased advertiser pressure for measurable results from advertising, and challenges facing the newspaper industry, it appears that direct mail may pose a significant threat to newspapers.
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