Abstract:

There has been for several years a lot of speculations in Finland on direct marketing and direct mail advertising. Many advertisers have seen direct mail as a new possibility to reach their target groups more efficiently and at a lower price than by using the conventional media advertising. On the other hand many media have seen the situation as one of the future threats. At the same time there has not been any research figures neither on the volume of direct mail or on people's reactions on it. That is why the Finnish Newspaper Publishers Association decided two years ago to carry out a series of surveys on direct mail. This very short paper is concentrating on the panel survey carried out by Finnpanel Oy.