Electronic Alternatives and Direct Mail Marketing

Topics:
Direct Marketing,
Internet Advertising,
Marketing Communications
Tags:
Advertising & Promotion,
Direct Mail,
Marketing,
Media,
Pitney Bowes Inc.
Source:
Pitney Bowes Insight

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Overview: As the Internet exploded, initial adoption rates suggested that electronic media would eventually command the lion's share of advertising expenditures and, in particular, threaten paper-based media such as print and direct mail. Later, as Internet advertising became better understood, some observers began to indicate that the new technologies might actually preserve and complement the traditional media. To understand the actual and emerging relationships between the demand for direct mail and newer media the authors undertook a broad analysis of relevant research to document the quantitative evidence for any shifts that may be occurring across media.

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Format: PDF | Size: 582KB | Date: Jul 2005 | Pages: 30

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