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The Direction of Direct Response Advertising from the Viewpoint of Increasing Consumer Interests

从增加消费者兴趣的角度看直接反应广告的方向

基本信息

批准号：
60530066
负责人：
KOBAYASHI Tasaburo
金额：
$ 0.51万
依托单位：
School of Commerce, Waseda University
依托单位国家：
日本
项目类别：
Grant-in-Aid for General Scientific Research (C)
财政年份：
1985
资助国家：
日本
起止时间：
1985 至 1986
项目状态：
已结题

项目摘要

I made researches in the leteratures cited on Direct Response Advertising ( Direct Marketing, In-Home Shopping or Direct Marketing Advertising ) and some interviews with the parties concerned in this field in 1985-1986.The marketing research that took into account the matters above mentioned was conducted by our students,undergraduate and graduate schools, Waseda University. Samples were 250 homemakers (age: 20-59 ) living in Tokyo. The term for the research was one week in February, '87.It was ascertained that their intentions to do In-Home Shopping was very high beyond my expectation. It will be estimated that In-Home Shopping or Arm Chair Shopping will increase gragually for several years hence.The generation percentage of complaints made by homemakers in the field of Direct Marketing is 21.5% among the experienced consumers ( refer to p. 21 of the report presented). I have made 9 suggestions as to their In-Home Shopping in order to foster their interests and reduce consumer's compaints (see pp. 55-58. in this report).

我在1985- 1986年对直接反应广告（Direct Marketing、In-Home Shopping或Direct Marketing Advertising）的文献进行了研究，并对这一领域的有关各方进行了访谈。样本为居住在东京的250名家庭主妇（年龄：20-59岁）。调查时间为1987年2月的一周，调查结果显示，他们的居家购物意愿非常高，超出了我的预期。据估计，在未来几年内，家庭购物或扶手椅购物将逐渐增加。在有经验的消费者中，家庭主妇在直销领域的投诉率为21.5%（参见报告第21页）。我对他们的家庭购物提出了9条建议，以培养他们的兴趣，减少消费者的抱怨。55-58.在本报告中）。