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Article: The impact of direct mail video
- Article from:
- Public Relations Quarterly
- Article date:
- April 1, 1999
- Author:
CopyrightCopyright Public Relations Quarterly Spring 1999. Provided by ProQuest LLC. (Hide copyright information)
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Direct mail videos arrive unbidden in the mailbox selling everything from soap to politicians. Also called video brochures and telefocus telemarketing', direct mail videos have become a popular means of reaching targeted households. In 1997, approximately eighty million U.S. households (89% of households in the U.S.) had videocassettes players2. However, there are very few formal evaluations of the effectiveness of direct mail videos in commercial, political, or prosocial campaigns.
Direct Mail Videos
In 1984, Reagan's campaign sent videos to a large number of groups. In 1988, a Democratic campaign in a traditionally Republican district distributed 110,000 videos, and received a record ...