| Abstract: | Abstract This study examined consumer propensity to respond to direct marketing offers made via catalogs, direct mail, and direct response TV. A comparison of the relative importance of marketer's reputation, advertising exposure frequency, and the product offer revealed that the latter was the most important determinant of consumer response frequency. Marketer's reputation was found to be more important for direct response TV and less important for catalog advertising: neither did high frequency of media exposure appear to impact on responses to direct mail and direct response television. The findings suggest that the maximization of reach rather than frequency could possibly be the primary media communication goal for selling products through direct mail and direct response television. |
