The increased popularity of personal marketing and printing on demand technology has substantially changed the advertising practice. Taking direct mail (DM) as an example, DM is no longer treated as ¡§junk mail¡¨ but useful marketing tool after combining personal information with interesting advertisement, such as combining customers¡¦ credit card statements with customized advertisement based on their purchasing behavior. Personalized DM has become a brand new approach for advertising that may lead to better communication effect. In this research, we formulated a research framework based on the Advertisement Attitude Mediating Model, which measures the effect of advertisement in three aspects: attitude towards the advertisement, attitude towards the advertised product, and purchase intention. Product category (shopping goods and specialty goods) and need for cognition (high and low) were moderators. Experiment method was utilized in this research to examine the effect of personalized DM. A total of 329 college students participated the experiment and they were divided into six groups with different settings in three different degrees of personalization (personalized, half-personalized, and none-personalized) and two product categories. Among them, 235 eventually completed the experiment to provide valid data for analysis. The results include: (1) personalized information has a positive effect on consumers¡¦ attitude towards DM; (2) personalized product recommendation can improve consumers¡¦ attitude towards product and increase their purchase intention; (3) A higher degree of personalization produce the better advertising effects; (4) The effect of personalization varies in different product category. Specialty goods is more suitable for personalized DM than shopping goods; (5) The consumer¡¦s need for cognition does not affect the effect of personalized DM. Chen, Chih-Hau

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2008. / Includes bibliographical references.

No description available.

Thesis (M.A.)--University of Texas at El Paso, 2009. / Title from title screen. Vita. CD-ROM. Includes bibliographical references. Also available online.

No description available.

This study examined the current marketing and advertising practices used in university continuing nursing education. The focus of this study was on evaluation of the effectiveness of direct-mail advertising pieces used by this adult education institution. Direct-mail pieces provided by survey respondents were assessed by independent raters using the Evaluation Tool for Print-Related Advertising which was developed specifically for use in this study. Direct-mail advertising was found to be moderately effective as it was currently used in divisions of university continuing nursing education in Canada and the United States. This result indicated that there is significant room for improvement in the area of planning and developing direct-mail advertising pieces for university continuing nursing education. Institutional advertising has not been used by these divisions to inform the target population about the philosophy, aims, purposes and ideas of continuing nursing education, nor has institutional advertising been used to inform the general public or potential sources of funding about the benefits to be derived by the public from supporting continuing education activities in this profession which would include improved patient care. Little effort has been made to inform the future target market which is comprised of student nurses about the purpose and need to continue education beyond initial graduation in this profession. Variance in scores of effective advertising were found to be influenced by a variety of factors. These factors included the media mix currently used by university continuing nursing education divisions, the media mix which was proposed to be used in the future by the directors of these divisions, the age of the director, the knowledge that the director had about advertising and marketing concepts and practices, the time spent by the director on completing advertising responsibilities on a weekly basis, the financial resources which were allocated for advertising expenditures during the fiscal year 1979-1980 and the financial resources proposed for future advertising expenditures, the educational preparation of the director in the field of nursing, and the attitude of the director towards the use and preparation of advertising for the continuing nursing education division. The Evaluation Tool for Print-Related Advertising was found to be a reliable evaluation tool and a useful evaluation tool because it can be used to identify areas which require improvement in direct-mail advertising pieces while they are in the process of development. / Education, Faculty of / Graduate

Diplomová práce pojednává o fundraisingu neziskových organizací. Zaměřuje se především na stránku komunikace a strategie fundraisingu. V teoretické části seznamuje čtenáře se základními pojmy použivánými ve fundraisingu, dále popisuje metody a nástroje fundraisingu. Praktická část se věnuje zhodnocení a srovnání australské charitativní organizace Anglicare Sydney a české charitativní organizaci ? Arcidiecézní charita Praha. V dipl. práci jsou popsány a zhodnoceny silné a slabé stránky kampaní a některých komunikačních materiálů. Autorka využívá vlastních zkušeností z odborné pracovní stáže v Anglicare Sydney a získáných poznatků z návštěv pracovníků Arcidiecézní charity Praha.

Thesis (Ph. D.)--Auburn University. / Abstract. Includes bibliographical references (p. 139-152).

No description available.

Syfte Syftet med uppsatsen är att vi ska identifiera nya potentiella utvecklingsmöjligheter med direktreklam. Vilken betydelse har DR för företagen? Metod Den här uppsatsen har vi valt att genomföra utifrån en deduktiv ansats med en kvalitativ karaktär. Det här valet gjorde vi därför att vår strävan har varit att kunna besvara vårt forskningsproblem. Vi har genomfört sex intervjuer, för att ha kunnat samla in våra empiriska data, med personer i ledande positioner på företag som arbetar eller är i kontakt med direktreklam. Tre av dessa har varit personliga intervjuer, två telefonintervjuer och en via e-post. Slutsatser Vi har kommit fram till att direktreklam är en mycket stark och fortfarande mycket aktuell marknadsföringskanal. Trots den stämpel som direktreklamen har fått, av att vara skräppost och junkmail, så har kanalen ändå något alldeles extra att tillföra konsumenterna tycker vi. Direktreklamens fysiska attribut skapar en speciell känsla bland mottagarna av den. Direktreklamen har flera positivt utmärkande egenskaper då vi anser att den både kan driva försäljning och bygga varumärken så länge som dess budskap är relevant för konsumenten. För att relevansen skall finnas med i meddelandet måste företag hantera konsumenternas integritet med respekt. Den integriteten kan företagen respektera genom att ha en tillräckligt nära kommunikation med kunden, vilket på sikt även stärker relationen. Kommunikationen mellan företagen och kunderna sker genom den adresserade direktreklamen som därför har kommit att bli aktuell för oss att utveckla. Utvecklingsmöjligheterna ligger därför i att konsumenterna ska kunna, via internet, välja vilken reklam som de själva vill ha i brevlådan. Det här samtycket bidrar till att kunderna blir sedda, vilket på sikt kan leda till att deras lojalitet inför både företaget och dess varumärke kan stärkas. När kunderna blir lojala så kommer också företagens träffsäkerhet med utskicken att bli bättre. Konsekvensen av det kan bli att den totala volymen av direktreklam minskar, vilket i sin tur leder till en bättre miljö, samtidigt som företagens distributionskostnader reduceras. När andelen av nöjda kunder växer så ökar också lönsamheten för företagen. Därför anser vi att det här förslaget är något som både företagen och kunderna tjänar på i längden, då modellen bidrar till en win - win situation där båda parterna till slut blir vinnare. / Purpose The purpose of this essay is to identify new development opportunities for direct mail. What impact has direct mail on the companies? Method This essay we have chosen to implement is based on a deductive approach with a qualitative nature. We made this choice to be able to answer our research problem. We have conducted six interviews, to collect our empirical data, with managers in companies that are working or in contact with direct mail. Three of these were personal interviews, two telephone interviews and one was made by e-mail. Conclusions We have found that direct mail is still a very strong and very current marketing channel. Despite the stigma that direct mail has been received to be spam and junk mail it has something special to bring to the customers. Direct mail´s physical attributes creates a special feeling among consumers. Direct mail has several positive features, since we believe that it can both drive sales and build brands as long as its message is relevant to the consumer. For the relevance to be included in the message, companies have to deal with consumer privacy with respect. Companies can conform to consumer´s integrity by having a sufficiently close communication with the customer, which in time also strengthens the relationship. Companies communicate with customers through the addressed direct mail, which therefore has to be defined for us to develop. The potential is therefore in that the consumer can by using an internet based technology choose the advertising that they want in their mailbox. This permission marketing based solution helps companies to have a better look on their clients, which also could ultimately lead to strength consumer´s loyalty. As customers become more loyal so will the companies' success rates by mailing to be better. The total volume of direct mail will be reduced which leads to a better environment conditions, while companies distribution costs will be also decreased. When the percentage of satisfied customers grows, the profitability of companies will increase. Therefore, we believe that this proposal is something that both businesses and customers benefit from in the long run as the model contributes to a win - win situation where both parties end up being winners.