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Conventional direct mailing versus v...

Gilbert, Edwin Dean.

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Conventional direct mailing versus variable data, personalized printing: A comparative analysis of cost-per-response effectiveness.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Conventional direct mailing versus variable data, personalized printing: A comparative analysis of cost-per-response effectiveness./
Author:	Gilbert, Edwin Dean.
Description:	83 p.
Notes:	Source: Dissertation Abstracts International, Volume: 65-01, Section: A, page: 0053.
Contained By:	Dissertation Abstracts International65-01A.
Subject:	Education, Business. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3119568

Conventional direct mailing versus variable data, personalized printing: A comparative analysis of cost-per-response effectiveness.
Gilbert, Edwin Dean.

Conventional direct mailing versus variable data, personalized printing: A comparative analysis of cost-per-response effectiveness. - 83 p.

Source: Dissertation Abstracts International, Volume: 65-01, Section: A, page: 0053.

Thesis (Ed.D.)--Clemson University, 2003.

Although there have been several studies that have analyzed variable data printing response rates, they have reported response rates as percentages compared to national averages. Few, if any, studies have been completed and released to the public that compared mailers with various levels of variable data to a conventional printed piece which contained no variable data. However, the printing industry and its customers are hesitant to invest in new technology without assurance of success and await further evidence to support variable data printing.Subjects--Topical Terms:

1017515
Education, Business.

Conventional direct mailing versus variable data, personalized printing: A comparative analysis of cost-per-response effectiveness.
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100 1 $a Gilbert, Edwin Dean. $3 1947268
245 1 0 $a Conventional direct mailing versus variable data, personalized printing: A comparative analysis of cost-per-response effectiveness.
300 $a 83 p.
500 $a Source: Dissertation Abstracts International, Volume: 65-01, Section: A, page: 0053.
500 $a Adviser: John M. Leininger.
502 $a Thesis (Ed.D.)--Clemson University, 2003.
520 $a Although there have been several studies that have analyzed variable data printing response rates, they have reported response rates as percentages compared to national averages. Few, if any, studies have been completed and released to the public that compared mailers with various levels of variable data to a conventional printed piece which contained no variable data. However, the printing industry and its customers are hesitant to invest in new technology without assurance of success and await further evidence to support variable data printing.
520 $a This research was designed to provide the printing industry with an empirical study of the cost of using variable data printed material to generate a response from potential customers. Finding answers to the following questions were of primary concern: (1) Is there a direct correlation between the degree of variable data and the customer response rate? (2) Is there a statistically significant difference in the cost-per-response rate of variable data mailers and conventionally printed direct mailers? (3) What percentage of increase in variable data response is required to offset the increased cost of production?
520 $a This study required a quasi-experimental research design with comparisons between three mailings, a control mailing (no variable data) and two mailings using different levels of variable data. The four participating client companies designed all three marketing pieces with the level of variable data as the independent variable. All three levels were then printed and mailed while the client companies recorded responses for each level.
520 $a At the completion of the specified response time all cost and response data was sent to this researcher. A randomized blocks design analysis of variance (ANOVA) and a Fisher's least significant difference (LSD) calculation was utilized to analyze the data for each of the research questions.
520 $a Results showed that response rates increased as the level of variable data increased. However, there was no supportive evidence to indicate that the cost-per-response was lower than that of conventionally printed mass mailers. And finally, there was no evidence that the benefits of increased response would offset the increase in costs for variable data printing. There were, however, several extraneous variables that may have affected the results, indicating a need for further study to firmly establish the validity and generalizations of these findings.
590 $a School code: 0050.
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650 4 $a Business Administration, Marketing. $3 1017573
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710 2 0 $a Clemson University. $3 997173
773 0 $t Dissertation Abstracts International $g 65-01A.
790 1 0 $a Leininger, John M., $e advisor
790 $a 0050
791 $a Ed.D.
792 $a 2003
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3119568