Abstract:

Direct Mail is an advertising medium which has grown rapidly in the last decade and, in Britain, is the third largest in terms of advertising spend but it is one in which research expenditure is disproportionately small. Measurement of the medium poses a number of complex methodological problems; this paper presents data from a number of research projects, both continuous and ad hoc, which have been conducted in order to begin developing an adequate research base for a medium of this importance.