The Peevish Penmen: Direct Mail and US Elections

The use of direct mail in American political campaigns is examined. Direct mail has the capacity to attract and retain the loyalty of targeted groups, more so than other mediums. The planning of a direct mail campaign and deficiencies in current direct mail strategies are also examined.

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Year of publication:	1988
Authors:	O’Shaughnessy, Nicholas J.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 22.1988, 6, p. 36-44
Publisher:	MCB UP Ltd
Subject:	Direct Mail \| Politics \| USA

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005288 [DOI]
Source:	Other ZBW resources

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