Heavy-Light User Perception Of Selected Direct Marketing Channels

Abstract

Presented here are the results of a study of consumer perception of four direct marketing channels:  direct mail, television, door-to-door, and telephone.  Overall, perception of these channels was found predominantly negative.  Direct mail was the only channel that received modestly favorable reviews.  Heavy users of all channels were found to have the more positive images of those channels.  The industry appears to have an underside, part truth and part hearsay, which appears to need industry attention.