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Your argument is flawed. Why do we need these for direct mail any more than we need them for: Display Advertising PPC Advertising TV Advertising Radio Advertis
by jamiequint 17y ago
Your argument is flawed. Why do we need these for direct mail any more than we need them for:
Display Advertising
PPC Advertising
TV Advertising
Radio Advertising
Trade Shows
In-Mall Kiosks
etc.
Also, how would you do the study anyway? Some people do this effectively and others do not. Certain types of advertising are better for reaching some customers and others are not. It seems you are assuming that in the general case direct mail does not work at all and people are using it just because they haven't measured their marketing ROI for that channel. With minimal research you could see that this is false.
- gnosis 17y agoI am simply withholding judgment on the efficacy of direct marketing until I see some solid evidence. Same with the rest of the examples you mention. So far all I've seen are claims (mostly by direct marketers themselves), not any kind of reliable proof. As for how the studies would be done, I have no doubt that scientists (who are very clever at coming up with innovative research protocols) could figure something out. But here is a modest proposal: track the spending habits of a reasonably large, randomized group of people (should be easy enough to do these days), along with the ads they receive. See how many of the products are bought by people who receive and read direct mail ads vs those that don't. That should be a good start.