A new direct mail marketing tool, the videolog, is examined in this exploratory study. Perceptions of product attributes, the sponsoring company, price information, and intentions to purchase were assessed and compared for three groups of participants—those exposed to the videolog only, both the videolog and catalog, or the catalog only. Results indicate that respondents had more positive perceptions of the clothing after exposure to the videolog and that further investigation of its effectiveness is warranted.
Get full access to this article
View all access options for this article.
References
1.
AlesandriniKathySkeikhAnessResearch on Imagery: Applications to AdvertisingSkeikhAnessImagery: Current Theory, Research and Application1983John WileyNew York535–556
2.
BurnettJohn J.DunnePatrick M.An Appraisal of the Use of Student Subjects in Marketing ResearchJournal of Business Research141986329–343
3.
BuschAnita M.Emerging Technologies on HorizonAdvertising Age591988January 18, S-1
4.
ChurchillGilbert A.JrMarketing Research1987The Dryden PressHinsdale, IL
5.
EnisBen M.CoxKeith K.StaffordJames E.Students as Subjects in Consumer Behavior ExperimentsJournal of Marketing Research9197272–74February
6.
FerberRobertResearch by ConvenienceJournal of Consumer Research4197757–58June
7.
GrahamJudithNeiman-Marcus Tries Video CatalogAdvertising Age59198868March 21
8.
GrahamJudithSelling through Video Wins ProponentsAdvertising Age591988 S-2 January 18, S-6
9.
HairJ.F.AndersonR.E.TatumR.L.GrablowskyB.J.Multivariate Data Analysis1979The Petroleum Publishing CompanyTulsa, OK
10.
HolbrookMorris B.HirschmanElizabeth C.The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and FunJournal of Consumer Research91982132–140September
11.
JohnsonAliciaSmooth as Silk: Pak Melwani's Direct-Marketing SuccessManagement Review71198616–18January
12.
LipmanJoAnneNeed a Commercial Break? Viewers Take Ads Home to Play on VCRsWall Street JournalCCIX198721June 5
13.
LutzKathryn A.LutzRichard J.Imagery-Eliciting Strategies: Review and Implications of ResearchHuntH. KeithAdvances in Consumer ResearchVol. 51978Association for Consumer ResearchAnn Arbor, MI611–620
14.
MacInnisDeborah J.PriceLinda L.The Role of Imagery in Information Processing: Review and ExtensionsJournal of Consumer Research131987473–491March
15.
McCorkleDenny E.PlanchonJohn M.JamesWilliam L.In-Home ShoppingJournal of Direct Marketing119875–21Spring
