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

我在1985-1986年间对直接反应广告(直销、居家购物或直销广告)的文献进行了研究，并对这一领域的有关方面进行了采访。考虑到上述问题的营销研究是由我们的学生、本科生和研究生院早稻田大学进行的。样本是居住在东京的250名家庭主妇(年龄：20-59岁)。这项研究是在1987年2月的一周内进行的。调查发现，他们在家中购物的意向非常高，超出了我的预期。估计在未来几年内，家中购物或扶手椅购物将显著增加。在有经验的消费者中，家庭主妇在直销领域的投诉产生的百分比为21.5%(参见报告第21页)。我对他们的家购物提出了9项建议，以培养他们的兴趣，减少消费者的抱怨(见本报告第55-58页)。

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).