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Receiver Perspectives On Direct Mail Advertising

Western Kentucky University

The author reports on a survey of 323 Nashxille, Tennessee residents which was designed to ascertain how the public views and reacts to direct mail advertising in the mid-1970's. It was found that people are not particularly fond of advertising mail but they do tend to defend, within limits, mail advertisers'right to use the U. S. Postal Service. The research also revealed ways in which mail advertising can be made more productive.

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