A relational approach to direct mail consumption

- Purpose This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant role in many companies’ communication strategies. Research on this topic predominantly investigates driving store traffic and sales. Less is known regarding the consumer side, such as the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail value to brand commitment, drawing on a value framework that integrates social theory of engagement regimes and literature on experiential customer value. - Design/methodology/approach The empirical work of this paper is based on a rigorous four-study mixed methods design, involving qualitative study, confirmatory factor analysis and partial least squares structural modeling. - Findings The authors develop two second-order formatively designed scales – familiar value and planned value scales – that illustrate the role of engagement regimes in consumer behavior. Although both types of value contribute equally to direct mail attachment, they exert contrasting effects on other mediational consumer responses, such as reading and gratitude. Finally, the proposed theoretical model appears to be robust in predicting customers’ brand commitment. - Research limitations/implications This study provides new insights into the research on consumer value and brand relational communication. - Originality/value This study is the first to consider consumer benefits from the social perspective of engagement regimes.

The effects of mailing design characteristics on direct mail campaign performance

Designing effective direct mail pieces is considered a key success factor in direct marketing. However, related published empirical research is scarce while design recommendations are manifold and often conflicting. Compared with prior work, our study aims to provide more elaborate and empirically validated findings for the effects of direct mail design characteristics by analyzing 677 direct mail campaigns from non-profit organizations and financial service providers. We investigate the effects of (1) various envelope characteristics and observable cues on opening rates, and (2) characteristics of the envelope content on the keeping rates of direct mail campaigns. We show that visual design elements on the outer envelope – rather than sender-related details – are the predominant drivers of opening rates. Factors such as letter length, provision of sender information in the letter, and personalization positively influence the keeping rate. We also observe that opening and keeping rates are uncorrelated at the campaign level, implying that opening direct mail pieces is only a necessary condition for responding to offers, but not per se a driver of direct mail response.

How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011

Introduction and Aims The aim of this study was to determine changes in advertising expenditures across eight media channels for the four main alcohol beverage types and alcohol retailers in Australia. Design and Methods Yearly advertising expenditures between January 1997 and December 2011 obtained from a leading media-monitoring company. Media channels assessed were: free-to-air television, newspapers, magazines, radio, outdoors (billboards), cinema, direct mail (from 2005) and online (from 2008). Data were categorised into alcohol retailers (e.g. supermarkets, off-licences) or four alcoholic beverage types (beer, wine, spirits, premixed spirits/cider). Regression analyses examined associations between year and expenditure. Results Total alcohol advertising expenditure peaked in 2007, then declined to 2011 (P = 0.02). Television advertising expenditure declined between 2000 and 2011 (P < 0.001), while outdoor advertising expenditure increased between 1997 and 2007. Alcohol retailers' advertising expenditure increased over time (P < 0.001), and from the mid-2000s exceeded expenditure for any single beverage category. For both beer and spirits, television advertising expenditure declined over time (beer: P < 0.001; spirits: P < 0.001) while outdoor advertising expenditure increased (beer: P < 0.001; spirits: P = 0.02). However, the number of advertised beer (P < 0.001), spirits (P < 0.001) and wine (P = 0.01) products increased over time. Discussion and Conclusions Retailers are playing an increasing role in advertising alcohol. As our study excluded non-traditional advertising media (e.g. sponsorships, in-store) we cannot determine whether declines in television advertising have been offset by increases in advertising in newer media channels. However, our findings that media channels used for alcohol advertising have changed over time highlights the need for adequate controls on alcohol advertising in all media channels.

The link between marketing instruments and customer perceptions

Measuring marketing effectiveness is a major challenge for marketing academics and practitioners. An investigation that uses dependence analysis to examine the link between objective marketing instruments and subjective customer perceptions of them is missing from existing approaches. In examining this link, the present article redresses this deficit. A conceptual model is developed in order to structure and explain the effects of instruments on perceptions for 3 marketing instrument categories (value, relationship, and brand). The links are analyzed in an empirical study with bank customers. Instruments are measured by using objective internal data. Perceptions are measured based on a customer survey. The relationships between instruments and perceptions are examined using regression analysis. Most of the effects of instruments on perceptions are significant, signaling that the activities conducted are perceived as intended. In particular, some interesting results become evident, such as the negative effect on relationship perceptions of follow-up calls subsequent to direct mail services.

Web Design History, Web Advertising and Web Promotion.

Files related to two talks on Web Design History, Web Design Advertising and Promotion. Session 1 - 1 hour lecture on the history of design on the web (30 mins) and web advertising direct and viral (30mins). Session 2 - 1 hour lecture on using the web for promotion and marketing.

The impact of drug information on the prescribing of drugs

Using prescription analyses and questionnaires, the way drug information was used by general medical practitioners during the drug adoption process was studied. Three new drugs were considered; an innovation and two 'me-too' products. The innovation was accepted by general practitioners via a contagion process, information passing among doctors. The 'me-too' preparations were accepted more slowly and by a process which did not include the contagion effect. 'Industrial' information such as direct mail was used more at the 'awareness' stage of the adoption process while 'professional' sources of information such as articles in medical journals were used more to evaluate a new product. It was shown that 'industrial' information was preferred by older single practice doctors who did not specialise, had a first degree only and who did not dispense their own prescriptions. Doctors were divided into early and late-prescribers by using the date they first prescribed the innovatory drug. Their approach to drug information sources was further studied and it was shown that the early-prescriber issued slightly more prescriptions per month, had a larger list size, read fewer journals and generally rated industrial sources of information more highly than late-prescribers. The prescribing habits of three consultant rheumatologists were analysed and compared with those of the general practitioners in the community which they served. Very little association was noted and the influence of the consultant on the prescribing habits of general practitioners was concluded to be low. The consultants influence was suggested to be of two components, active and passive; the active component being the most influential. Journal advertising and advertisement placement were studied for one of the 'me-too' drugs. It was concluded that advertisement placement should be based on the reading patterns of general practitioners and not on ad-hoc data gathered by representatives as was the present practice. A model was proposed relating the 'time to prescribe' a new drug to the variables suggested throughout this work. Four of these variables were shown to be significant. These were, the list size, the medical age of the prescriber, the number of new preparations prescribed in a given time and the number of partners in the practice.

Correlates of Pedometer Use: Results from a Community-based Physical Activity Intervention Trial (10,000 Steps Rockhampton)

Background Pedometers have become common place in physical activity promotion, yet little information exists on who is using them. The multi-strategy, community-based 10,000 Steps Rockhampton physical activity intervention trial provided an opportunity to examine correlates of pedometer use at the population level. Methods Pedometer use was promoted across all intervention strategies including: local media, pedometer loan schemes through general practice, other health professionals and libraries, direct mail posted to dog owners, walking trail signage, and workplace competitions. Data on pedometer use were collected during the 2-year follow-up telephone interviews from random population samples in Rockhampton, Australia, and a matched comparison community (Mackay). Logistic regression analyses were used to determine the independent influence of interpersonal characteristics and program exposure variables on pedometer use. Results Data from 2478 participants indicated that 18.1% of Rockhampton and 5.6% of Mackay participants used a pedometer in the previous 18-months. Rockhampton pedometer users (n = 222) were more likely to be female (OR = 1.59, 95% CI: 1.11, 2.23), aged 45 or older (OR = 1.69, 95% CI: 1.16, 2.46) and to have higher levels of education (university degree OR = 4.23, 95% CI: 1.86, 9.6). Respondents with a BMI > 30 were more likely to report using a pedometer (OR = 1.68, 95% CI: 1.11, 2.54) than those in the healthy weight range. Compared with those in full-time paid work, respondents in 'home duties' were significantly less likely to report pedometer use (OR = 0.18, 95% CI: 0.06, 0.53). Exposure to individual program components, in particular seeing 10,000 Steps street signage and walking trails or visiting the website, was also significantly associated with greater pedometer use. Conclusion Pedometer use varies between population subgroups, and alternate strategies need to be investigated to engage men, people with lower levels of education and those in full-time 'home duties', when using pedometers in community-based physical activity promotion initiatives.

Las caras de las venta directa por catálogo

La venta directa por catálogo es presentada a las mujeres por medio de un discurso que caracteriza a la actividad como la posibilidad de crear un negocio, el cual oculta diferentes aspectos de las condiciones laborales de la actividad. En este marco, este trabajo de grado preguntar por los motivos de vinculación y permanencia de las mujeres de Tunjuelito a esta actividad. Esta pregunta se estructura a partir de una comprensión de la actividad desde una dimensión objetiva y subjetiva. El análisis de la actividad se propone a partir de 3 caras que ilustran la heterogeneidad de estrategias de permanencia y prácticas que utilizan las mujeres para desarrollar la actividad. La discusión se da desde las perspectivas teóricas de trabajo informal, precariedad y tercerizacion en conjunto con un trabajo de campo realizado con las vendedoras en la localidad.

Trials and tribulations of recruiting 2,000 older women onto a clinical trial investigating falls and fractures : vital D study

Background Randomised, placebo-controlled trials are needed to provide evidence demonstrating safe, effective interventions that reduce falls and fractures in the elderly. The quality of a clinical trial is dependent on successful recruitment of the target participant group. This paper documents the successes and failures of recruiting over 2,000 women aged at least 70 years and at higher risk of falls or fractures onto a placebo-controlled trial of six years duration. The characteristics of study participants at baseline are also described for this study.

Methods The Vital D Study recruited older women identified at high risk of fracture through the use of an eligibility algorithm, adapted from identified risk factors for hip fracture. Participants were randomised to orally receive either 500,000 IU vitamin D3 (cholecalciferol) or placebo every autumn for five consecutive years. A variety of recruitment strategies were employed to attract potential participants.

Results Of the 2,317 participants randomised onto the study, 74% (n = 1716/2317) were consented onto the study in the last five months of recruiting. This was largely due to the success of a targeted mail-out. Prior to this only 541 women were consented in the 18 months of recruiting. A total of 70% of all participants were recruited as a result of targeted mail-out. The response rate from the letters increased from 2 to 7% following revision of the material by a public relations company. Participant demographic or risk factor profile did not differ between those recruited by targeted mail-outs compared with other methods.

Conclusion The most successful recruitment strategy was the targeted mail-out and the response rate was no higher in the local region where the study had extensive exposure through other recruiting strategies. The strategies that were labour-intensive and did not result in successful recruitment include the activities directed towards the GP medical centres. Comprehensive recruitment programs employ overlapping strategies simultaneously with ongoing assessment of recruitment rates. In our experience, and others direct mail-outs work best although rights to privacy must be respected.

Evaluating the relative status of health and safety programs for minority academic and research institutions

A variety of occupational hazards are indigenous to academic and research institutions, ranging from traditional life safety concerns, such as fire safety and fall protection, to specialized occupational hygiene issues such as exposure to carcinogenic chemicals, radiation sources, and infectious microorganisms. Institutional health and safety programs are constantly challenged to establish and maintain adequate protective measures for this wide array of hazards. A unique subset of academic and research institutions are classified as historically Black universities which provide educational opportunities primarily to minority populations. State funded minority schools receive less resources than their non-minority counterparts, resulting in a reduced ability to provide certain programs and services. Comprehensive health and safety services for these institutions may be one of the services compromised, resulting in uncontrolled exposures to various workplace hazards. Such a result would also be contrary to the national health status objectives to improve preventive health care measures for minority populations.^ To determine if differences exist, a cross-sectional survey was performed to evaluate the relative status of health and safety programs present within minority and non-minority state-funded academic and research institutions. Data were obtained from direct mail questionnaires, supplemented by data from publicly available sources. Parameters for comparison included reported numbers of full and part-time health and safety staff, reported OSHA 200 log (or equivalent) values, and reported workers compensation experience modifiers. The relative impact of institutional minority status, institution size, and OSHA regulatory environment, was also assessed. Additional health and safety program descriptors were solicited in an attempt to develop a preliminary profile of the hazards present in this unique work setting.^ Survey forms were distributed to 24 minority and 51 non-minority institutions. A total of 72% of the questionnaires were returned, with 58% of the minority and 78% of the non-minority institutions participating. The mean number of reported full-time health and safety staff for the responding minority institutions was determined to be 1.14, compared to 3.12 for the responding non-minority institutions. Data distribution variances were stabilized using log-normal transformations, and although subsequent analysis indicated statistically significant differences, the differences were found to be predicted by institution size only, and not by minority status or OSHA regulatory environment. Similar results were noted for estimated full-time equivalent health and safety staffing levels. Significant differences were not noted between reported OSHA 200 log (or equivalent) data, and a lack of information provided on workers compensation experience modifiers prevented comparisons on insurance premium expenditures. Other health and safety program descriptive information obtained served to validate the study's presupposition that the inclusion criteria would encompass those organizations with occupational risks from all four major hazard categories. Worker medical surveillance programs appeared to exist at most institutions, but the specific tests completed were not readily identifiable.^ The results of this study serve as a preliminary description of the health and safety programs for a unique set of workplaces have not been previously investigated. Numerous opportunities for further research are noted, including efforts to quantify the relative amount of each hazard present, the further definition of the programs reported to be in place, determination of other means to measure health outcomes on campuses, and comparisons among other culturally diverse workplaces. ^

Development and evaluation of a cervical cancer screening program for Chinese women

Despite of the proven efficacy of the Pap test, Asian populations still have low Pap screening compliance. The purpose of this dissertation was to investigate factors that influencing women's decision to obtain a Pap test, and to describe the development and evaluation of a cervical cancer educational program promoting the Pap screening behavior among women in Taiwan. ^ The first study examined factors associated with Pap screening compliance. Psychometric properties of measurement instruments were also assessed. The scale reliabilities were as the follows: Cronbach alpha 0.70 for knowledge scale, 0.88 for pros scale, 0.68 for cons scale, and 0.72 for perceived norms scale. Results from multiple logistic regression analysis, after adjusted for marital status, showed women who compliant to Pap screening guidelines had significantly higher knowledge, higher perceived benefits (pros), lower perceived barriers (cons), and higher perceived norms to receive a Pap test. ^ The second study described the development of a program called “Love yourself before you take care of your family”, designed to increase Pap screening behavior among women in Taiwan. The development of this program was guided by Intervention Mapping (IM), an innovative process of intervention design. The program used methods such as information transmission, modeling, persuasion, and facilitation. Strategies included direct mail campaigns, role model stories with women's testimonials, and phone intervention. ^ The third study examined the effectiveness of a randomized trial of the carefully-designed intervention (N = 424). Participants were female family members of inpatients admitted to one of the major teaching hospitals in Taiwan during August and September 1999. Women in the intervention group reported a higher rate of receiving a Pap test than women in the control group (50% versus 32%) after a three-month intervention (p = 0.002). Women in the intervention group showed increased knowledge (p = .016), perceived pros (p = 0.008), and susceptibility (p = .011) between baseline and follow-up. They also showed higher perceived pros of Pap tests than women in control group at follow-up (p = .031). This result suggested that program development based on theories and evidences could maximize the intervention impact for a specific target population. ^

Redes de información y conocimiento climatológico en el mundo hispánico del siglo XVIII

Durante la Ilustración, el imperio español alcanzó su máxima amplitud y las instituciones oficiales incrementaron su apoyo a las ciencias. Para defender sus fronteras y ejercer con eficacia el poder político, económico y religioso, la Corona y la Iglesia necesitaban obtener información precisa --incluida la climatológica-- de las posesiones españolas y de los pobladores de éstas. Fueron varios los procedimientos empleados para ello: sistema de cuestionarios y relaciones geográficas, estudios medico-topográficos, visitas e inspecciones oficiales, expediciones político-científicas, correspondencia epistolar, artículos periodísticos, etc. Dichos procedimientos fueron aplicados por redes de informadores cuyas actuaciones se basaban en la división del trabajo, el reparto de colaboradores en diferentes lugares, el uso de códigos de comunicación comprensibles, el envío de los resultados a los superiores jerárquicos y la toma de decisiones por las autoridades competentes. Las redes de información estaban sometidas a dictámenes que normalizaban su creación y continuidad temporal, daban forma a su estructura interna, especificaban sus cometidos y obligaban a cumplir protocolos y plazos. En su seno se idearon planes de investigación integrados en el estudio general de la Tierra, el ser humano y la cultura. El beneficio de las actuaciones de sus miembros se plasmó en cubrir grandes ámbitos geográficos con el consiguiente ahorro de tiempo, esfuerzos y medios. En sus correspondientes contextos, los miembros de las redes efectuaron estudios climatológicos conforme a intereses, imposiciones y circunstancias específicas. Así, los médicos se interesaron por las condiciones climáticas que influían en la salud humana; los funcionarios reales y los ingenieros militares describieron los climas locales y regionales aptos para el fomento y el control político, jurídico y educativo de los habitantes de los territorios hispánicos; los expedicionarios estudiaron las interacciones entre los fenómenos naturales y las influencias de los accidentes geográficos en los climas; los clérigos se interesaron por los aspectos estéticos, apologéticos y contemplativos de los climas; finalmente, en la prensa de la época se publicaron registros meteorológicos periódicos y trabajos climatológicos varios. En definitiva, el saber climatológico en el mundo hispánico ilustrado aportó algunos rasgos esenciales a la climatología en una etapa pre-fundacional de esta disciplina. Dichos rasgos se desarrollaron generalmente en una escala local o regional y se refirieron a los siguientes asuntos: el calor como principal agente de las modificaciones atmosféricas, de la formación de vapor acuoso y de las precipitaciones; la influencia del suelo en el aumento de humedad y calor en el aire; el poder de los vientos para trasladar de un lugar a otro el frío o el calor, el vapor de agua, los fenómenos atmosféricos y los agentes responsables de las enfermedades contagiosas; las propiedades del aire atmosférico y su capacidad para interaccionar con el medio ambiente; la condición estática y repetitiva de los climas, si bien se admitió que dichos fenómenos podían sufrir modificaciones; la corroboración experimental de las diferencias climáticas entre las zonas tropicales y medias del planeta; la refutación de que la naturaleza americana y sus habitantes eran inferiores a los europeos; y la demostración de que los principios rectores de los fenómenos físicos del Viejo y el Nuevo Mundo eran idénticos. Desde el último tercio del siglo XVIII, los documentos producidos por los componentes de las redes de información incluyeron datos meteorológicos. Pero no siempre se emplearon los mismos instrumentos de medida ni se siguieron los mismos protocolos de indagación en idénticas condiciones. Además, y salvo excepciones, los períodos durante los cuales se recabaron datos atmosféricos fueron relativamente cortos, y los expertos no efectuaron las mismas operaciones aritméticas con los parámetros. Por esta razón, y por la orientación utilitaria de los ilustrados hispánicos, el saber climatológico no obtuvo en el período y en el ámbito geográfico considerados resultados teóricos apreciables; en cambio, dio lugar a una gran cantidad de actividades prácticas con aplicaciones a la medicina, la agricultura, la náutica, el fomento, la prevención de riesgos naturales, etc. La principal utilidad de este trabajo consiste en servir de complemento a los procedimientos actualmente en uso en historia de la hidrología y en climatología histórica. ABSTRACT During the Enlightenment, the Spanish Empire achieved its highest length and State institutions increased their support to sciences. In order to defend their frontiers and to exercise political, economical and religious power, the Crown and the Church needed exact information --including the climatologic one-- about its possessions and its habitants. Some of the procedures employed to get that objective were: system of questionnaires and geographic relations, medical-topographic studies, official visits and inspections, political-scientific expeditions, direct mail, journalistic articles, etc. Those procedures were applied by informers´ networks which obtained, manned and transmitted every kind of data about the natural and moral reality of the Hispanic territories; their actions were based on the division of tasks, the distribution of collaborators at several places, the use of understandable communication codes and the sending of results to the hierarchical superiors; after, the competent authorities took decisions. The information networks were subjected to rules witch regulated its creation, temporary continuity, interior structure, objectives, protocols and periods. Their memberships invented plans about the general research of the Earth, the human beings and the culture; and they contributed to get benefits because of covering large geographic frames and economizing time, effort and means. According to their specifics contexts, concerns, impositions and circumstances, the informers performed climatologic tasks. Thus, the physicians were interested in the climatic conditions which affected to human health; the royal officers and military engineers described the most propitious climates to patronage and political, lawful and educative control of inhabitants of Hispanic territories; the participants in politic-scientific expeditions studied the interactions among natural phenomena and the influence of geographic aspects on the climate; the clergymen underlined the esthetic, apologetic and contemplative face of climates; finally, in the newspapers were published a lot of meteorological data and climatologic works. So, the climatologic knowledge in the Hispanic enlightened world added these essential aspects --referred in a local and regional area-- during the pre-foundational epoch of the climatology: the heat as first agent of atmospheric modifications, aqueous vapor and precipitations; the influx of the land in the increment of humidity and heat of the air; the power of the winds to convey the cold, the heat, the aqueous vapor, the atmospheric phenomena and the agents which caused contagious maladies; the properties of the air and its faculty to mediate with the environs; the static and repetitive condition of the climate and its possibility to experience change; the experimental confirmation of climatic varieties between tropical and central areas of the planet; the negation of the inferiority of the American nature and inhabitants; the demonstration about the equality of the rules which conducted physical phenomena in the Old and the New world. Since the last third part of the eighteenth century, the documents produced by the members of the networks included meteorological data. But the informers were not used to employ the same measure instruments and homogeneous protocols completion in the same conditions. Exceptions besides, the times of taking atmospheric data, usually were very short; and the experts did not carry out the same arithmetical operations with parameters. Because of this reason and the utilitarian guidance of the informers, during the Hispanic Enlightenment, it was not possible to obtain theoretic conclusions about climatologic knowledge; but there were a lot of practical activities applied to Medicine, Agriculture, Navigation, patronage, prevention of natural risks, etc. The main utility of this work consist in favoring the present procedures of the History of Hydrology and Historic Climatology.

Interagency collaboration between child protection and mental health services: Practices, attitudes and barriers

Objective: The aim of this paper is to examine some of the factors that facilitate and hinder interagency collaboration between child protection services and mental health services in cases where there is a parent with a mental illness and there are protection concerns for the child(ren). The paper reports on agency practices, worker attitudes and experiences, and barriers to effective collaboration. Method: A self-administered, cross-sectional survey was developed and distributed via direct mail or via line supervisors to workers in statutory child protection services, adult mental health services, child and youth mental health services, and Suspected Child Abuse and Neglect (SCAN) Teams. There were 232 completed questionnaires returned, with an overall response rate of 21%. Thirty-eight percent of respondents were statutory child protection workers. 39% were adult mental health workers, 16% were child and youth mental health workers, and 4% were SCAN Team medical officers (with 3% missing data). Results: Analysis revealed that workers were engaging in a moderate amount of interagency contact, but that they were unhappy with the support provided by their agency. Principle components analysis and multivariate analysis of variance (MANOVA) on items assessing attitudes toward other workers identified four factors, which differed in rates of endorsement: inadequate training, positive regard for child protection workers, positive regard for mental health workers, and mutual mistrust (from highest to lowest level of endorsement). The same procedure identified the relative endorsement of five factors extracted from items about potential barriers: inadequate resources, confidentiality, gaps in interagency processes, unrealistic expectations, and professional knowledge domains and boundaries. Conclusions: Mental health and child protection professionals believe that collaborative practice is necessary; however, their efforts are hindered by a lack of supportive structures and practices at the organizational level. (c) 2005 Published by Elsevier Ltd.

Antidepressant direct-to-consumer prescription drug advertising and public stigma of depression : the mediating role of perceived prevalence of depression

This study examines whether memory of antidepressant direct-to-consumer (DTC) prescription drug advertising is associated with the public stigma attached to depression. Results indicate that those who better remember antidepressant DTC ads tend to have a higher perceived prevalence of depression (i.e., more people suffer from depression). And, the perceived prevalence of depression is inversely associated with the public stigma toward depression. That is, those who have a higher perceived prevalence of depression report that they are more supportive of and comfortable with people who have depression. The results suggest that the perceived prevalence of depression is a mediating variable that accounts for the relationship between memory of antidepressant DTC ads and the public stigma toward depression. The implications and limitations of the study, as an exploratory investigation, are discussed.