The author reports on a survey of 323 Nashxille, Tennessee residents which was
designed to ascertain how the public views and reacts to direct mail advertising in the
mid-1970's. It was found that people are not particularly fond of advertising mail but
they do tend to defend, within limits, mail advertisers'right to use the U. S. Postal
Service. The research also revealed ways in which mail advertising can be made more
productive.
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References
1.
"Direct Mail Ads Will Get More Direct," Business Week, November 27, 1971, p. 84.
2.
"Mail Advertisers Hate the Term 'J-K Mail' and Fight to Junk It," The Wall Street Journal, October 2, 1973 , p. 1.
3.
"AAP Seminar Focuses on Direct Mail," Publishers' Weekly, November 29, 1971, p.16.
4.
" Mail Advertisers Hate the Term 'J-K Mail' and Fight to Junk It," p. 1.
5.
"Peterson Urges Admen to Work For Image Change," Advertising Age, October 16, 1972, p. 84.
6.
"Brown Rips Mail Ads; Poltroon Offers Cure For 'Unique' Problem ,"Advertising Age, May 10, 1971, p. 3.
7.
" Mail Advertisers Hate the Term 'J-K Mail' and Fight to Junk It," p. 1.
8.
"DMAA Plans Mail Delivery Guarantee," Advertising Age, April 12,1971, p. 2.
9.
"USPS Studies Ad Mail, Finds 63% Have Bought," Advertising Age, May 7, 1973, p. 2.
10.
"AAP Seminar Focuses on Direct Mail," p. 16.
11.
""Nadar Ads, Direct Mail Ask For Financial Contribution," Advertising Age September13, 1971 , pp. 3 & 14.
12.
"Direct Mail Ads Will Get More Direct," p. 86.
13.
13See 39, United States Code 4009 (1968); 39, United States Code 3010 (1971).
14.
See "DMAA Sees Name-Removal Problem Ending; Rate Hike Big New Worry," Advertising Age, August 2,1971, p. 8.
