Printing Industry News for Canada | RSS | 
21 July 2020
Direct Mail Helps Build Brands, US Study Finds
WASHINGTON—
The U.S. Postal Service Office of Inspector General and Temple University’s Center for Neural Decision conducted a study that found that physical ads created stronger memories, sparked desirability, and led to higher subjective value for advertised products, while digital ads captured subjects’ attention more quickly.
 |
|
US Post Office study on direct mail
|
 |
|
|
The field study campaigns showed a higher consumer response to a physical-digital ad sequence compared to a digital-digital sequence. Other findings from the lab study have practical implications for marketers and the Postal Service: faces spurred higher recall rates than scenes or words, and the physical-physical sequence was best for
brand-building messages. The latter finding suggests a growth
opportunity for the Postal Service, as advertising mail has,
historically, not been perceived as an effective tool for brand
recognition campaigns. Link to study is
https://www.uspsoig.gov/sites/default/files/document-library-files/2017/RARC-WP-17-004.pdf
https://www.uspsoig.gov/sites/default/files/document-library-files/2017/RARC-WP-17-004.pdf
Post a Comment
Comments:
NEW ON THE JOB BOARD | RSS
CLICK HERE to post your job opening
LATEST USED EQUIPMENT | RSS
CLICK HERE to list your equipment
 |
|
|
|
|
Total Used Equipment Listings: 20
CLASSIFIED | RSS
CLICK HERE to list your business opportunity in the printing industry
Most Recent News Comment
|
|
| Erik Nikkanen says: | |
Most Read Stories
EVENTS CALENDAR
|
|
|
|
|
|
|
|
|
THE PRINT WIRE
Other news from the industry
