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

我在1985-1986年期间对直接反应广告（Direct Response Advertising, Direct Marketing, in - home Shopping, Direct Marketing Advertising）的文献进行了研究，并对该领域的相关人士进行了采访。考虑到上述问题的市场调查是由早稻田大学本科和研究生院的学生进行的。样本为居住在东京的250名家庭主妇（年龄：20-59岁）。这项研究的期限是1987年2月的一个星期。事实证明，他们做家庭购物的意愿非常高，超出了我的预期。据估计，今后几年，“在家购物”或“扶手椅购物”将逐渐增加。在有经验的消费者中，家庭主妇对直销领域的投诉占21.5%（见报告第21页）。为了培养他们的兴趣和减少消费者的投诉，我对他们的在家购物提出了9条建议（见第55-58页）。在本报告中)。

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).