Journal of Direct Marketing最新文献

英文中文

From the editor 来自编辑

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090203

Don E. Schultz

引用次数: 5

Consumer awareness of name removal procedures: Implications for direct marketing 消费者对名称删除程序的意识:对直接营销的影响

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090204

Mary J. Culnan

Providing consumers an opportunity to remove their names from mailing lists is one method for addressing rising consumer concerns about privacy. Name removal is also central to the success of the industry's self-regulatory programs. However, 52 percent of the public, including 45 percent of those who shop by mail, are not aware of name removal procedures. This study investigates how consumers who are aware of name removal differ from those who are not, based on an analysis of the raw data from the 1991 Harris-Equifax Consumer Privacy Survey (17). Consumers who are unaware of name removal are more likely to be young and to be African-American, and less likely to be well-educated, to have shopped by mail, and are less likely to be concerned about privacy than consumers who are aware.

为消费者提供从邮件列表中删除自己名字的机会，是解决消费者日益关注隐私问题的一种方法。除名也是行业自律项目成功的关键。然而，52%的公众，包括45%的通过邮件购物的人，不知道删除名字的程序。本研究基于对1991年Harris-Equifax消费者隐私调查(17)原始数据的分析，调查了知道姓名删除的消费者与不知道姓名删除的消费者之间的差异。不知道姓名删除的消费者更有可能是年轻人，非裔美国人，受教育程度较低，通过邮件购物的可能性较小，而且与知道的消费者相比，不太可能关心隐私。

引用次数: 244

Antecedents and consequences of infomercial viewership 电视广告观看的前因后果

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090207

Michael T. Elliott , Paul Surgi Speck

A survey of consumers investigated the nature and extent of infomercial viewership. This study assessed differences in viewership based on demographic, media usage and shopper orientation differences among consumers, as well as the relation of viewership to attitude and purchase intent. Viewership was measured in several ways to distinguish breath of viewing experience from depth of viewing experience. Findings suggest that different groups of variables are associated with breadth of viewing and depth of viewing and that breath of viewing and depth of viewing differentially affect attitude and purchase intent.

一项消费者调查调查了电视广告收视率的性质和程度。本研究基于人口统计、媒体使用和消费者购物取向的差异，以及收视率与态度和购买意图的关系，评估了收视率的差异。收视率测量的几种方法，以区分观看体验的呼吸和观看体验的深度。研究结果表明，不同组的变量与观看广度和观看深度相关，观看呼吸和观看深度对态度和购买意图的影响不同。

引用次数: 7

From the editor 来自编辑

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090402

Don E. Schultz

During the past few months, I have been privileged to spend considerable time with direct marketing professionals, educators, associations, and other organizations around the world. In most cases, I have been very impressed with the level of direct marketing sophistication, capability, and practice which they have demonstrated. In almost every instance, people are working at a very high level, and with increasingly impressive results. And that has been as true in Singapore as in Buenos Aires or Paris or Sydney. But, although the capability of both practitioners and academicians to develop and execute the strategy of mailing promotional packages and offers has increased, I found a mounting level of frustration about the availability of lists, databases, and other sources of customer and prospect identification. That's important, for it is the customer and prospect information which allows direct marketing to be really direct. And the concern is justified. Ifwe continue to be bound to antiquated name, address, and background acquisition, we will never reach the potential of direct marketing sophistication which technology is now providing. Part of the difficulty is, of course, in legislation. Increasingly, governments around the world, at the urging of consumer activists and legislators (often those seeking reelection who want a handy and convenient topic for political rhetoric), are finding privacy a high-interest, low-risk area in which to demonstrate their concern for potential voters. And, indeed, given some of the blatant misuse of consumer information by some less than reputable organizations, the concern is well founded. I will not debate the issue of privacy in this column, which is currently being investigated by both practitioners and academicians. Indeed, the pages ofthe]ournal have carried several well-researched and well-written discussions on that topic. In fact, the winning paper in the Direct Marketing Educators' Conference in 1994 dealt with privacy. Instead of laying all the blame for our lack of development of proper lists and databases from which to launch direct marketing programs at the feet of the legislators and privacy activists, I would instead propose that we have not really done all we can to help develop this critically important area. In fact, in many cases, we have done little at all to take advantage of the tremendous amount of information which is currently available but not being

在过去的几个月里，我有幸花了相当多的时间与世界各地的直销专业人士、教育者、协会和其他组织在一起。在大多数情况下，我对他们所展示的直接营销的复杂程度、能力和实践印象深刻。几乎在每一个例子中，人们都在非常高的水平上工作，并且取得了越来越令人印象深刻的成果。在新加坡、在布宜诺斯艾利斯、在巴黎、在悉尼都是如此。但是，尽管从业人员和学者开发和执行邮寄促销包和优惠策略的能力有所提高，但我发现，名单、数据库和其他客户和潜在客户识别来源的可用性越来越令人沮丧。这一点很重要，因为正是客户和潜在客户的信息让直接营销变得真正直接。这种担忧是有道理的。如果我们继续被陈旧的名称、地址和背景信息所束缚，我们将永远无法达到现在技术所提供的直接营销的潜力。当然，部分困难在于立法。越来越多的世界各国政府，在消费者维权人士和立法者(通常是那些寻求连任的人，他们想要一个方便和方便的政治修辞话题)的敦促下，发现隐私是一个高利益、低风险的领域，可以向潜在选民展示他们的关注。事实上，考虑到一些信誉不佳的组织公然滥用消费者信息，这种担忧是有根据的。我不会在这个专栏里讨论隐私问题，这个问题目前正在由从业者和学者进行调查。的确，《华尔街日报》就这个话题进行了几次深入研究和精心撰写的讨论。事实上，1994年直销教育者会议的获奖论文是关于隐私的。我不是把我们缺乏适当的名单和数据库的发展归咎于立法者和隐私活动家，而是认为我们并没有真正尽我们所能来帮助发展这个至关重要的领域。事实上，在许多情况下，我们几乎没有采取任何措施来利用目前可获得但尚未得到利用的大量信息

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引用次数: 5

Exploring the dimensions of consumer privacy: an analysis of coverage in british and american media 探究消费者隐私的维度:英美媒体报道的分析

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090404

Lisa A. Petrison , Paul Wang

This study examines how consumer privacy issues have been perceived over time and across cultures through the analysis of media coverage of the issue in England and the United States over the past 33 years. A major cross-cultural difference was that Americans have expressed more concern about interactional privacy issues (such as intrusions into individuals’ lives through the receipt of direct mail and telephone solicitations). While the British have been primarily concerned with informational privacy issues (such as the collection and exchange of information about individuals). Other differences in coverage over time and across cultures are also presented, and implications for direct marketers are discussed.

本研究通过分析过去33年来英国和美国媒体对消费者隐私问题的报道，考察了消费者隐私问题随着时间和文化的变化是如何被感知的。一个主要的跨文化差异是，美国人表达了对互动隐私问题的更多关注(比如通过接收直接邮件和电话请求侵入个人生活)。而英国人主要关注的是信息隐私问题(比如个人信息的收集和交换)。随着时间的推移和跨文化的覆盖范围的其他差异也被提出，并对直接营销的影响进行了讨论。

引用次数: 28

Media selection for database marketers 数据库营销人员的媒介选择

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090109

Arthur Hughes , Paul Mang PhD

1. GENERAL PLANNING STRATEGY MAINTAINING RELATIONSHIPS WITH CUSTOMERS: SOME CRITICAL FACTORS Martin, Mary C. and Ravipreet S. Sohi (1993), En· hancing Knowledge Development in Marketing: 1993 AMA Educators' Proceedings, 4 (Summer conference), pp. 21-27. Through exploratory interviews with sellers, the authors build on theoretical conceptualizations of determinants of relationship continuance. They propose that within the domain of the buyer-seller intersection, trust, frequency, and quality of com· munication, and relational norms support the con· tinuance of relationships. Customer orienlation, likeability, competence, and dependability are im· portant seller characteristics for relationship continuity. Finally, environmental uncertainty supports the continuance of buyer-seller relationships. Babin. (4,5) CAN THIS RELATIONSHIP WORK? Arthur M. Hughes (1994), Marketing Tools, 1 (July/ August), pp. 4-11. How do you know when database marketing works and when it doesn't? Relationship marketing works if the following is true: The provider has a well thought·out program; the payment system makes obtaining names, addresses, and purchase behavior easy; the product involves repeat purchases with name capture; there is an affinity group with which to construct a database; and a frequency reward sys· tern can be constructed. On the other hand, two attributes signal trouble for database marketing: The product is a commodity with too small a markup to finance relationship marketing efforts and the pur· chase is made seldom and unpredictably. To illus· trate how the decision to develop a relationship marketing program can be made, the author has de· veloped a customer lifetime value model utilizing retention rate spending rate and net present value to determine a lifetime value. Utilizing this model, projections can be made predicting the elfects of a relationship marketing program. The examples shown include vacuum cleaners (for which relationship marketing wouldn't work) and a chain of upscale women's fashion shops (for which it would). Carner. (9, 14) CUSTOMER LOYALTY, TOWARD AN INTEGRATED CONCEPTUAL FRAMEWORK Alan Dick and Kunai Basu (1994), journal of the Academy of M""keting Science, 22 (Spring), pp. 99-113. The authors present a conceptual framework to un· derstand the attitudinal components of customer loyalty and its consequences. The relative strength of rhe relationship compared to competing olferings is a key factor. Other factors would be identifying the important antecedents such as the cognitive, in· formational determinants or brand beliefs; the alfect of feeling states such as emotions; and the conative state relating to behavioral aspects such as switching costs, expectations, and sunk costs. The framework also suggests the importance of social norms and situational factors such as store incentives and promotions. Implications for research and how man· agers might improve store loyalty after using this framework are olfered. Sherman. (14) 3.

1. Martin, Mary C.和Ravipreet S. Sohi (1993)， En·提高市场营销中的知识发展:1993年美国医学会教育工作者会议论文集，第4期(夏季会议)，第21-27页。通过与卖家的探索性访谈，作者建立了关系延续决定因素的理论概念化。他们提出，在买卖双方交集的领域内，信任、交流的频率和质量以及关系规范支持关系的持续。顾客导向、亲和力、能力和可靠性是维系关系的重要卖家特征。最后，环境的不确定性支持了买卖双方关系的延续。Babin。(4,5)这种关系能起作用吗?Arthur M. Hughes (1994)， Marketing Tools, 1(7 / 8月)，pp. 4-11。您如何知道数据库营销何时起作用，何时不起作用?如果满足以下条件，关系营销是有效的:供应商有一个深思熟虑的计划;支付系统使获取姓名、地址和购买行为变得容易;该产品涉及重复购买与名称捕获;有一个用于构建数据库的亲和组;并可构造频率奖励项。另一方面，数据库营销有两个问题:产品是一种商品，利润太小，无法为关系营销提供资金;追求很少，而且不可预测。为了说明如何制定关系营销计划的决策，作者开发了一个客户终身价值模型，利用保留率、消费率和净现值来确定终身价值。利用这个模型，可以对关系营销计划的效果进行预测。所展示的例子包括真空吸尘器(关系营销对其无效)和高档女装时装连锁店(关系营销对其有效)。肉欲。(9, 14)“顾客忠诚:一个整合的概念框架”，《管理科学学报》，1994年第22期，第99-113页。作者提出了一个概念性框架来理解顾客忠诚的态度成分及其后果。与竞争对手相比，这种关系的相对强度是一个关键因素。其他因素包括识别重要的前因由，如认知、形成决定因素或品牌信念;情绪:感觉状态的影响，如情绪;以及与行为方面有关的自然状态，如转换成本、期望和沉没成本。该框架还表明社会规范和情境因素(如商店激励和促销)的重要性。对研究的影响以及管理者如何在使用该框架后提高商店忠诚度。谢尔曼。(14) 3。李建平(1993)，《中国社会科学》，第1期，第1 -2页。本文回顾了市场营销、广告和心理学文献，提出了14个沟通假设，旨在为非营利组织的管理者提供实用的、可操作的指导方针，以开发更有效的信息和募捐呼吁。非营利性的直接营销人员将找到有关信息的建议。1995年约翰威利父子公司:土地直接。1 MarkctinR教育基金会股份有限公司直销杂志1995年冬季第9卷第1期

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引用次数: 29

Applying the long interview in direct marketing research 长访谈法在直销调研中的应用

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090106

Arch G. Woodside , Elizabeth J. Wilson

The long interview is an intensive questioning of respondents selected for their special knowledge, experiences, and insights (or ignorance) of the topic under study. The objectives of the long interview include learning the thinking, feeling, and doing processes of the respondents, including an understanding of the respondent's worldview of the topic under study in her or his own language. We compare the strengths and weaknesses of the long interview to other primary data collection methods. We describe a research application of the long interview in direct marketing. The study was designed to: a) learn about the rich complexities in the lives of household gardeners buying and using seeds/plants after responding to direct marketing appeals, and b) resolve the conflicting “theories-in-use” of how and why different customer types purchase products. These differing theories were proposed by different managers in the firm sponsoring the study. The development and critical testing of competing theories-in-use are described. The study was designed to learn about five customer types. The results include thick descriptions of the processes of buying and using seeds and plants purchased through direct marketing offers and store visits.

长采访是一个密集的问题，受访者选择他们的特殊知识，经验和见解(或无知)的研究课题。长访谈的目的包括了解受访者的思维、感觉和行为过程，包括了解受访者用自己的语言对所研究主题的世界观。我们比较了长访谈与其他原始数据收集方法的优缺点。本文描述了长访谈在直接营销中的研究应用。这项研究的目的是:a)了解家庭园丁在响应直接营销呼吁后购买和使用种子/植物的生活中丰富的复杂性，以及b)解决关于不同类型的客户如何以及为什么购买产品的相互矛盾的“使用理论”。这些不同的理论是由赞助这项研究的公司的不同经理提出的。描述了正在使用的竞争性理论的发展和关键测试。这项研究旨在了解五种类型的顾客。调查结果包括对购买和使用种子和植物的过程的详细描述，这些种子和植物是通过直接营销和商店访问购买的。

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引用次数: 21

Connecting with the customer - DMEF's annual report 连接客户- DMEF的年度报告

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090212

Connecting with the customer is the call to action for business success in the 1990's. For more than a quarter of a century, the Foundation has been doing just that ... building the relationship between the direct marketing business community and the academic world ... between this generation of direct marketers and the next. The Foundation's mission has been constant: To improve and expand direct marketing education at the college and university level. But what we do has changed over the years to better reflect the needs of our customers. And the Foundation will continue to grow and evolve. That's the commitment to the hundreds of companies, local clubs and associations, and individuals who support the Foundation -one group of customers -and to thousands of students and educators in our nation's colleges and universities -DMEF's other group of customers. Four initiatives served to strengthen our relationships and expand our customer base this year: --The first competitive Direct Marketing Seminar for Graduate Students --A Professors Institute promoted nationally and to Ph.D. candidates for the first time --Donation of basic direct marketing library collections to 34 Historically and Predominantly Black Colleges and Universities. --A new Collegiate Institute Scholarship Fund that will enable one additional student to attend every national Collegiate Institute. But it's not only "firsts" that matter. The ongoing roster of quality programs, a steady stream of communication, and reliable and timely service all contribute to the customer relationship. Each year, the Foundation responds to hundreds of calls... requests for teaching materials, sample course outlines, student resumes, fellowship and program applications, inquiries about courses, degree and certificate programs, career opportunities, etc.

在20世纪90年代，与客户建立联系是企业成功的关键。四分之一个多世纪以来，基金会一直在这样做……建立直销商业界与学术界之间的关系……在这一代和下一代直销商之间。基金会的使命一直是不变的:改善和扩大学院和大学的直销教育。但多年来，我们的做法发生了变化，以更好地反映客户的需求。基金会将继续成长和发展。这是对支持基金会的数百家公司、地方俱乐部和协会以及个人的承诺，这是基金会的一个客户群体，也是对我国高校数千名学生和教育工作者的承诺，这是dmef的另一个客户群体。今年，四项举措加强了我们的关系，扩大了我们的客户群:第一届研究生直销研讨会——教授协会首次在全国推广，并向博士候选人开放——向34所历史悠久且以黑人为主的大学捐赠基本的直销图书馆藏书。——设立新的大学学院奖学金基金，使每一所国立大学学院增加一名学生。但重要的不仅仅是“第一次”。持续的质量计划，稳定的沟通，可靠和及时的服务都有助于建立客户关系。每年，基金会都会回应数百个电话……要求提供教学材料、课程大纲样本、学生简历、奖学金和项目申请、课程咨询、学位和证书课程、职业机会等。

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引用次数: 0

The state of telemarketing regulation in the states 美国电话营销法规的现状

Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090409

Rita Marie Cain

This article explains the results of a survey of state regulators regarding enforcement of telemarketing laws in their jurisdictions. The article particularly examines the validity and efficacy of state registration requirements for telemarketers. The article also critiques the exemption for charitable solicitors found in most laws.

这篇文章解释了一项关于在其管辖范围内执行电话营销法律的国家监管机构的调查结果。本文特别考察了国家对电话营销人员登记要求的有效性和有效性。文章还批评了大多数法律中对慈善律师的豁免。

引用次数: 3

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Journal of Direct Marketing

Pub Date : 1995-01-01 DOI: 10.1002/dir.4000090201

引用次数: 0

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