Use and impact of direct mail in the context of integrated marketing communications: U.S. congressional campaigns in 1982 and 1990

Article Abstract:

A historical comparison of the use of integrated communications in US Congressional campaigns in 1982 and 1990 revealed a dramatic rise in the use of direct mail, despite differences found between incumbents and non-incumbents. An integrated marketing communications program is recommended to candidates, specifically a mix of non-paid and paid media in their campaigns. Within the paid media mix, there should be both direct and broadcast media. This should make for a multiple, well-targeted and controlled media, which is a cornerstone of a successful campaign.

Advertising Management-Direct Mail, Marketing Management, Usage, Direct mail advertising, Political campaigns, Direct-mail advertising, Integrated marketing communications

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Developing typologies of consumer motives for use of technologically based banking services

Article Abstract:

A customer survey questioned motivation underlying usage of banking technologies such as ATMs. Instant gratification types were heavy users of automatic deposit, while those who avoided hassle seemed to be more frequent users of automatic withdrawal.

Commercial Banking, Functions related to deposit banking, Electronic Banking Svcs, Psychological aspects, Banking industry, Consumer preferences, Electronic banking, Bank accounts

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