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Research papers

Touch and go

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and...

Catalogue: Congress 2018
Author: Diana Lucaci
September 23, 2018

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Touch and go

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and...

Catalogue: Congress 2018
Author: Diana Lucaci
September 23, 2018

Research papers

Consumer direct mail

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Fiona Bell, Nick Francis
June 15, 1995

Research papers

Causes of advertising expenditure variations in Sweden 1975-1987

Advertising expenditure in traditional media has risen faster than inflation during the period of analysis, with the exception of 1980 and 1981. Surveys and analyses show that expenditure in direct mail and various forms of sales promotion were about...

Catalogue: ESOMAR Congress 1989
Author: Tomas Gröndal
September 1, 1989

Research papers

Results on direct mail from household panel

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...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Eila Liimatainen
June 15, 1986

Research papers

New research in a (fairly) new medium

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...

Catalogue: Seminar 1986: New Developments In Media Research
Authors: Geoff Llewellyn, Ian Smith
June 15, 1986