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Article: Direct mail: a love/hate relationship. (Canadian Memo )
- Article from:
- Direct Marketing
- Article date:
- October 1, 1991
- Author:
CopyrightCOPYRIGHT 1991 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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There were 13 billion pieces of direct mail distributed in Canada in 1990 and seven out of 10 Canadians like something about it, according to a study conducted by Travis Research Associates for Canada Post Corporation.
In general, Canadian consumers like the fact that direct mail helps them to save money or to get good value for their money and is a way of getting information.
Women and lower-income households are more likely to mention the "money saving" aspect of direct mail.
Clearly related to what consumers like about direct mail value for money) is their increased use of coupons and flyers during a recession. About one-third of consumers ...