Noel Capon

The Impact of Message on Direct Mail Response

Coauthor(s): John Farley.


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Examines the impact of message to direct mail response on sales. Discussions on the Bales interaction process analysis; Analysis of variance; Correlation between the intention to purchase to attitude towards the magazine.

Source: Journal of Advertising Research
Exact Citation:
Capon, Noel, and Johh Farley. "The Impact of Message on Direct Mail Response." Journal of Advertising Research 16 (October 1976): 69-75.
Volume: 16
Pages: 69-75
Date: 10 1976