Journal of Interactive Marketing

Historical data were analyzed in order to determine whether or not postal rate increases preceded, were simultaneous with, or followed increases or declines in Third Class mail as well as First Class mail volume. Results showed positive significant correlations between mail rate increases and mail volume for both kinds of mail under all three conditions. However, after controlling for the number of U.S. households at a given time, it was found that in the case of Third Class mail there was a statistically significant relationship only in those instances when postal rate increases were preceded by increases in mail volume.

List segmentation refers to the set of techniques employed by direct mail marketers to attempt to predict those specific individuals who are more likely than others on a list to respond to a specific direct mail solicitation. Regression analysis is a commonly used list Segmentation technique which yields managerially useful results. However, the commonly accepted criteria for evaluating the “goodness” of regression equations (such as adjusted or unadjusted R²) are inappropriate in the list segmentation context. The authors describe a superior evaluation criterion—the Pareto Prediction Criterion—and report on a study in which a series of A/B (scoring equation generation sample/holdout evaluation sample) experiments are conducted, with both the sample size and proportion of buyers of each sample (A and B) varying. The results of our study indicate that when the response rate is held constant, the sample size does have a significant impact on the segmentation's performance. Moreover. “salting the data” (artificially inflating the response rate in the sample, resulting in a data set to be analyzed with higher proportion of buyers than in actuality) has a positive effect on segmentation performance when applied to “A,” the data set from which the scoring equation is generated, but has no effect on segmentation performance when applied to “B,” the holdout sample.

This article discusses the influence of socioeconomic and technological factors on direct mail volume in 12 Western European economies. Relations between these variables are studied using a pooled cross-sectional time-series model. The findings suggest that telephones and income significantly influence direct mail volume in these Western European economies. Research hypotheses, empirical findings, and future research directions are presented.

Catalog patronage research has frequently attempted to explain patronage proclivities by utilizing demographic predictor variables. Selection of demographic variables has been implicitly based on the premise that nonstore shoppers are convenience-oriented. A comparison of studies reveals that their findings often conflict An issue that has not been thoroughly examined is whether a multiplicity of orientations toward catalog shopping exists The existence of multiple orientations toward store shopping has been recognized for some time This article empirically assesses catalog shopping orientations, borrowing theoretical and methodological frameworks that have been used to examine store shopping orientations. Analysis reveals two primary shopping orientations that are related to catalog shopping: a convenience as well as a recreational orientation. The findings indicate that the catalog shopping orientations differ substantially and suggest that retail strategies and tactics which target individuals associated with each of the orientations must also differ. The study also demonstrates a methodology that may prove useful for future research.

In the past, the disciplines of image advertising and direct response advertising have been relatively isolated from one another. Recent interest has been directed toward integrating the two disciplines, thereby reaping the benefits of each. Yet, discussions regarding the differences between image and direct response advertising are limited. Suggestions as to how an integrated marketing approach might be implemented are equally rare. This article outlines the factors that distinguish image from direct response advertising and proposes that a melding of the two techniques can benefit both traditional and direct marketers. A method for evaluating where a particular message falls on a direct-image advertising continuum is provided.

The purpose of the study was to develop a profile of heavy mail-order catalog users of fashion products among women 55 years and older in relation to shopping orientations, catalog shopping attributes, lifestyle activities, and demographics. A national random sample of 3,000 customers was obtained from two major catalog companies. From 1,192 consumers who returned the questionnaire, 872 respondents (73 percent) were 55 years or older and were included in the analysis. Based on the respondents’ annual expenditure on apparel and accessories via catalogs, heavy catalog users were classified as those who spent $ 1,000 or more (n = 278), while light users were defined as those who spent less than $ 500 (n = 370). Stepwise discriminant analysis revealed that heavy catalog users of fashion products tended 1) to prefer shopping through catalogs over local stores; 2) to be less concerned with price; 3) to be fashion-conscious; 4) to have a greater income; 5) to participate frequently in social events; 6) to be time-conscious; 7) to be confident in clothing shopping; 8) to be interested in shopping in general; 9) to be a credit user; 10) to have an interest in fashion information and grooming products; 11) to take an active interest in cultural events; 12) to be satisfied with a variety of product selections offered by catalogs; and 13) to be satisfied with general size and fit of apparel products purchased through catalogs. Managerial implications for catalog retailers and apparel manufacturers are discussed.