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Abstract

Some experts expect the economy to lose some of the dynamics of its upswing, even though the projected increase in GDP was 3.5% for 2005 in comparison to the previous year. Consumer spending still consistently breaks the 3% barrier and is projected to increase even further in 2006. The average American consumer is confronted each day with more than 100 TV commercials. For this reason, direct marketing, with its unlimited opportunities to deliver personalized messages, is especially effective at gaining their attention. The recipients of sales letters put great stock in the content of the mailings: product samples and coupons are equally well received and, especially by the female audience, are rewarded with high response rates.

Keywords

High Response High Response Rate Consumer Behavior Decisive Role Product Sample 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2007

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