TITLE

DIRECT MAIL AND CONSUMER ATTITUDES

AUTHOR(S)
Maguire, John T.
PUB. DATE
September 1965
SOURCE
Journal of Business Communication;Fall65, Vol. 3 Issue 1, p35
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses consumer attitudes toward direct mail advertising as of 1965. The Direct Mail Advertising Association-sponsored A. C. Neilson Co. study of consumer attitudes revealed that: 33 percent of adult heads of U.S. households enjoy all direct mail, 36 percent indicate a general dislike, 16 percent say their attitude varies with the item received and only 5 percent indicate a dislike of all kinds of mail. Neilson also broke the information down into categories of types of mail: (1) Charitable appeals and medical crusades, (2) Advertising and selling and (3) Mail order catalogues. The objective of the study was to measure consumer response and reaction to advertising as an institution and to specific advertisements.
ACCESSION #
5997684

 

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