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DTC pharmaceutical advertising: the debate’s not over
Handlin, Amy; Mosca, Joseph B.; Forgione, Dana A.; … - In: Journal of Consumer Marketing 20 (2003) 3, pp. 227-237
Direct‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late … evidence that DTC advertising is a stimulus to consumer purchasing behavior, has resulted in DTC advertising becoming a … directionally consistent. In general, consumers have positive attitudes toward DTC advertising, viewing it as a valuable educational …
Persistent link: https://www.econbiz.de/10014848328
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Sex and the witty
In: Strategic Direction 23 (2007) 3, pp. 13-16
impartial comments and places the articles in context. Findings – In any competitive market, advertising invariably has a key …
Persistent link: https://www.econbiz.de/10015010117
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Direct marketing in postmodernity: neo‐tribes and direct communications
Patterson, Maurice - In: Marketing Intelligence & Planning 16 (1998) 1, pp. 68-74
might have to play within a postmodern world and argues for a focus on direct response television advertising.  …
Persistent link: https://www.econbiz.de/10014946610
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Privacy and one‐to‐one marketing: resolving the conflict
Pitta, Dennis A.; Franzak, Frank; Laric, Michael - In: Journal of Consumer Marketing 20 (2003) 7, pp. 616-628
There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is...
Persistent link: https://www.econbiz.de/10014848360
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Annoying, intrusive, … and constitutional: telemarketing and the national Do‐Not‐Call Registry
Galloway, Chester S.; Brown, Steven P. - In: Journal of Consumer Marketing 21 (2004) 1, pp. 27-38
The recent adoption by the US Federal Trade Commission of the national Do‐Not‐Call Registry prohibiting most telemarketers from contacting individuals once their number is added to the listing is a threat to the US domestic telemarketing industry. Analysis of US federal law suggests that the...
Persistent link: https://www.econbiz.de/10014848369
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Letters to my late dog: who's watching information quality?
Horne, Dan - In: Journal of Consumer Marketing 27 (2010) 3, pp. 288-290
Purpose – The outcomes of data‐driven marketing are presumed to be superior but those outcomes are partly dependent on data inputs that are accurate. This paper sets out to highlight problems associated with poor data quality. Design/methodology/approach – The name of the author's dog was...
Persistent link: https://www.econbiz.de/10014848803
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Conjoint experiments for direct mail response optimization
Vriens, Marco; van der Scheer, Hiek R.; Hoekstra, Janny C. - In: European Journal of Marketing 32 (1998) 3/4, pp. 323-339
Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement; determining the important characteristics of the mailing and constructing an optimal design is another way to improve...
Persistent link: https://www.econbiz.de/10014723261
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Eight Keys to Improving Customer Loyalty and Retention Through Direct Marketing
Pottruck, David S. - In: International Journal of Bank Marketing 6 (1988) 1, pp. 14-20
It is often more profitable for banks to focus direct marketing efforts on retaining existing customers and cultivating their loyalty than to attempt to attract new customers. A successful marketing programme aimed at customers has eight key components: research, segmentation, communication,...
Persistent link: https://www.econbiz.de/10014760449
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Direct marketing: rise and rise or rise and fall?
Evans, Martin; O′Malley, Lisa; Patterson, Maurice - In: Marketing Intelligence & Planning 13 (1995) 6, pp. 16-23
Focuses on the growth and future direction of direct marketing from the point of view of “user” companies. Describes the most significant findings from a recent empirical study of consumer reactions to being directly targeted. Highlights important consumer concerns with regard to privacy and...
Persistent link: https://www.econbiz.de/10014946502
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The new interactive media: one‐to‐one, but who to whom?
Peters, Linda - In: Marketing Intelligence & Planning 16 (1998) 1, pp. 22-30
With the heralding of the new “interactive age” direct marketing seems poised to have its reliance on individual customer contact vindicated. However, in the struggle to apply direct marketing techniques to the new interactive marketing media, many firms are failing to recognise the basis of...
Persistent link: https://www.econbiz.de/10014946605