What is it about?
This paper shows how physical direct paper increases awareness and positive attitudes toward the brand.
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Why is it important?
Knowledge of a brand name still has the power to influence consumer attitudes and behaviour.
Perspectives
In 2006, many predicted direct mail along with other paper documents would have long disappeared by 2025. Instead paper documents are the only way for consumers to control their information in the face of powerful tech companies who wish to acquire and then own consumers' information.
Dr Joanne McNeish
Toronto Metropolitan University
Read the Original
This page is a summary of: Measuring the Impact of Direct Mail on the Brand, November 2006, Edward Elgar Publishing,
DOI: 10.4337/9781782542230.00027.
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