The Impact of Message on Direct Mail Response

Abstract

Examines the impact of message to direct mail response on sales. Discussions on the Bales interaction process analysis; Analysis of variance; Correlation between the intention to purchase to attitude towards the magazine.

Authors: Noel Capon and John Farley

Format: Journal Article

Publication Date: October 1, 1976

Journal: Journal of Advertising Research

Full Citation

Capon, Noel and John Farley

. “The Impact of Message on Direct Mail Response.”

Journal of Advertising Research

vol.

, (October 01, 1976):