What Do Zielske’s Real Data Really Show about Pulsing?
Research reported in 1959, focused on Zielske’s comparison of massed advertising (flighting or pulsing) and spaced advertising schedules. The conclusion stated that a pulsed schedule produces a higher peak number of rememberers, whereas a spaced schedule produces a higher average number of rememberers. The findings reinforced the same work done earlier (1958) by Pomerance & Zielske (P-Z). According to a reanalysis of the experimental data developed by P-Z, a spaced advertising schedule is much more dollar-effective than a massed (pulsed) schedule. In addition to the indication that pulsing is never worthwhile, the reanalysis let to the first-time presentation of raw P-Z data. In neither of the original articles were the raw data shown, and until the reanalysis, only idealized representations of the data had been available, which has been the source of confusion and misunderstanding. While the P-Z experiment pioneered a very useful method for understanding the effects of advertising, the reanalysis presents the first solid direct evidence for this proposition.
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Simon, Julian L.
Full text: [JMR, Journal of Marketing Research] Aug. 1979
Response Rates and Perceived Questionnaire Length in Mail Surveys
Because of the issue of questionnaire length has been the subject of much investigation which produced confusing and conflicting results, a new study was initiated to develop further insight as to: 1. the reduced physical size of the questionnaire increasing response rate in comparison with a larger size, 2. comparing response times between questions printed, front and back, on one sheet of paper to using two sheets, printed only on the front, and 3. interactive effects between the smallest and largest questionnaires. Contrary to findings of some prior research, the size of the data collection instrument used in the study proved to be an important determinant of response rate. The findings reveal that an 81/2X11 paper. One-sheet vs. two-sheet did not cause a significant difference in response time, and a hypothesized interaction effect was not found to be statistically significant. Thus the number of sheets was not an important attribute in the determination of perceived questionnaire length. Additional research is needed.
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Childers, Terry L.
Ferrell, O. C.
Full text: [JMR, Journal of Marketing Research] Aug. 1979
Selling to the Auto Industry
The auto industry’s trend towards lighter, more fuel-efficient and corrosion-free vehicles has resulted in tremendous opportunities for suppliers to obtain their share of a multi-billion-dollar market. As auto manufacturers are competing for a greater share of supplier attention, marketing efforts have intensified, including more advertising, promotion, and creation of special staffs for direct sell and communications. At Bethlehem Steel, a 12-man automotive project team has been created to reach as many people as possible in auto firms, especially those people who influence the ultimate purchase decision. The company uses print advertising in auto design and engineering publications, direct mail, audio-visual presentations, sales literature and customer aids.
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Anonymous
Full text: [Industrial Marketing] Aug. 1979
RCA Americom Doubles Sales, Market Share
RCA American Communications (RCA Americom) believes that one-third of its 1978 new-business sales of privately leased satellite communications channel services are a direct result of a cost-effective marketing communications program. RCA Americom maintains that the new program was instrumental in doubling both gross sales and share of market for satellite communications services and in tripling the number of advertising inquiries. The success of the marketing communications effort seems to rest on the careful planning of the key elements, which include a 2-page spread black & white advertising campaign in limited appearance in national publications. A sustained advertising program in communications complemented the media effort. The company also produced a new family of sales promotion literature.
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Anonymous
Full text: [Industrial Marketing] Aug. 1979
Be Sure of Your Offer, Because the Offer Made is One That Binds
In direct marketing there are ten factors to be considered when making an offer: 1. price, 2. shipping and handling, 3. unit of sale, 4. optional features, 5. future obligation, 6. credit options, 7. incentives, 8. time limits, 9. quantity limits, and 10. guarantees. Pricing is the most imporant, and testing to determine the best price is critical to maximizing long-term payoff. Shipping and handling are not appropriate when selling a publication or service, but they are in other products. It is important to know the amount that can be added to a base price without negatively affecting sales. With unit of sale, the more units that can move per sale, the better off the firm is likely to be, but consideration needs to be given if the prime objective is to construct a large customer list. l Optional features are just that: special colors, outsizes, special binding, and personalization. Optional features can increase the average order. Further, future obligation offers, when successful, allow the marketer to pay a substantial price for the first order, knowing there will be a long-term payoff. Many marketers believe that a chief factor in the direct marketing explosion during the last ten years has been the proliferation of credit cards. Using a credit card, a customer will order more than when paying by other means such as cash. Finally, no offer should be made without a guarantee, this element cannot be ignored.
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Stone, Bob
Full text: [Advertising Age] Aug. 27, 1979
Massive Input of Data on Consumers Is Easily Documented on Computer Maps
A dramatic innovation for marketers is the computer-generated map which aids in making decisions on mail and advertising campaigns and telephone solicitation. In fact, the data are so detailed and abundant that custom compilations can be made for specific clients down to the block level. The computer-generated maps are available in 2 and 3 dimensions to illustrate a multiplicity of selection criteria. Maps can be compared to determine changing patterns and develop market strategies. The Zip code computer demographic mapping system enables publishers to show advertisers: 1. circulation strengths by Zip code, 2. actual geographic definition of regional editions, and 3. census demographics. The capabilities and uses of such machines are growing daily. Many direct marketers now utilize small area demographic data techniques to better define their marketing efforts. By analyzing historical response data area by area, multivariate models are created which can predict response levels on subsequent mailings, thereby adding still another control to the marketing process.
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Weissmann, Joseph
Full text: [Zip] Sept. 1979
Managing a Mail Marketing Campaign
Good sales executives devote extra attention to planning processes which offer outstanding success potential. One idea that has a high rate of success is a mail marketing campaign which is carefully planned and intelligently implemented. This approach generates sales leads, costs can be precisely anticipated and traced, and many techniques are also available. The basic lead-generating letter offered by insurance companies is the gift-offer letter. A gift is given when a reply card is returned, and the agent then delivers the gift. Another technique is the pre-approach letter. It is sent prior to a call and contains an appointment request by the agent. Yet another approach is a reply card or letter that contains ideas that may be new and interesting to the policyholder. Regularly scheduled mailings are important for any of these techniques, and follow up replies should be made promptly. One of the vital elements of a mailing program is the list. List-building is a time-consuming activity which can be approached from several different angles. Some starting points include the telephone directory, business directories, club membership directories, or professional directories. A careful choice of names is very important. Professional planning of a mail program is essential.
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FitzGerald, Daniel L., Jr.
Full text: [Insurance Marketing] Sept. 1979
Direct Mail Can Sell Industrial Goods Too
While direct mail campaigns are more familiar for consumer goods, they also work for industrial goods. Many companies are interested in advertising that generates responses to buy by phone or mail. There is more money available now for direct mail campaigns, and a large British advertising agency recently began to handle these campaigns. Direct mail programs are generally used to produce sales leads. The program must be cost effective and should be done in known markets. An important step is to personalize the mail with the name of the person not just a title. The literature should be slanted to the recipient. The response to a campaign varies widely depending on the industry and/or product. It is helpful to tie the direct mailing program to other advertising.
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Harvey, David
Full text: [Chief Executive] Sept. 1979
Yes, Advertising Can Be Held Accountable for Share of Mind
Understanding the role of advertising in marketing is crucial for marketing managers if they are to relate advertising expenditures to results. Advertising complements the personal sales effort; it should not be held accountable for writing orders. Advertising accounts for share of mind, which has a direct correlation with share of market; advertising is a long-term investment and has a cumulative effect. The establishment of a particular identity for a firm and the repetition of that identity results in a high awareness level or share of mind. Measuring that share can be achieved by: 1. determination of current awareness levels by use of a statistically controlled study, 2. repetition of research after 6 months and every year thereafter and comparison of share of mind with share of market with advertising investment, and 3. variation of spending levels, strategy, and scheduling over a period of time with subsequent determination of the most effective action.
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Claypoole, Bill
Full text: [S & MM. Sales & Marketing Management] Sept. 17, 1979
Bank Strategy for the 80′s: Direct Response Advertising
Banks are facing a new era of deregulation, the consumerism movement, and a different perspective of marketing as a tool for generating greater profitability. The bank promotional strategies of the 1980s will reflect a number of major changes in the regulatory climate, a stronger use of secondary media in the marketing mix, and a new perspective of the importance of public relations as a management tool. The 1980s will bring changes that will make it very important to find new ways to make customers aware of the banking services that are available to them. Other media besides radio, television, and newspaper advertising must be used. Direct response advertising will become important to banks, and direct mail offers an excellent method by which to present services offered in a clear, understandable, and convincing light. Awareness should be achieved through mass media and direct mail before proceeding with a successful telephone marketing campaign. Surveys have given the telephone marketing campaign very high marks in its effectiveness. The wise bank management will put greater emphasis on public relations in the 1980s.
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Eirinberg, Alan B.
Full text: [Direct Marketing] Oct. 1979
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