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.
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Citation
Capon, Noel, and John Farley. "The Impact of Message on Direct Mail Response." Journal of Advertising Research 16 (October 1976): 69-75.
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