bluuebunny/crossref_metadata_2025 huggingface dataset:
ChemInform Abstract: Miyakolide: A Bryostatin‐Like Macrolide from a Sponge, Polyfibrospongia sp.
Authors: HIGA T. , TANAKA J. , KOMESU M. , GARCIA GRAVALOS D. , FERNANDEZ PUENTES J. L. , BERNARDINELLI G. , JEFFORD C. W.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Metal‐Promoted Thiyl Radical Cyclizations in β‐Lactam Antibiotics.
Authors: CABRI W. , CANDIANI I. , BEDESCHI A. , SANTI R.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Electrostatic Potentials of Molecules and Prediction of the Lewis Acid‐ Base Properties of Solvents. Part 1. General Considerations
Authors: MIZERSKI W. , KALINOWSKI M. K.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Nature of the Metal‐Support Interface in Supported Metal Catalysts: Results from X‐Ray Absorption Spectroscopy
Authors: KONINGSBERGER D. C. , GATES B. C.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Phase Transitions and Modulated Structures in Aluminate Sodalites
Authors: DEPMEIER W.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: The Crystal Chemistry and Dielectric Properties of the Aurivillius Family of Complex Bismuth Oxides with Perovskite‐Like Layered Structures
Authors: FRIT B. , MERCURIO J. P.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Interference Pigments
Authors: FRANZ K. D. , EMMERT R. , NITTA K.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Molecular Recognition by Macrocycles Having a Three‐Dimensionally Extended Hydrophobic Cavity
Authors: MURAKAMI Y. , KIKUCHI J. , OHNO T.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Recent Advances in Syntheses of Crown Compounds
Authors: OKAHARA M. , NAKATSUJI Y.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Supramolecular Catalysis ‐ Catalytic Cyclophanes
Authors: DIEDERICH F.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Anthraceno‐Crown Ethers and ‐Cryptands. Cation‐Directed Photophysics and Photochemistry
Authors: BOUAS‐LAURENT H. , DESVERGNE J. P. , FAGES F. , MARSAU P.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Recent Developments in Synthetic Strategies with Allylsilanes: from Tetracoordinate to Pentacoordinate Allylsilanes
Authors: SAKURAI H.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Hopanoids. Part 1. Geohopanoids: The Most Abundant Natural Products on Earth?
Authors: OURISSON G. , ALBRECHT P.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Hopanoids. Part 2. Biohopanoids: A Novel Class of Bacterial Lipids
Authors: OURISSON G. , ROHMER M.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Components of Ginkgo biloba
Authors: HOELZL J.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Some Features of Tin Solid‐State Chemistry
Authors: HAGENMULLER P.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Molecular Recognition in the Solid State
Authors: TODA F.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Laser Desorption Mass Spectrometry. Part 1. Basic Mechanisms and Techniques
Authors: HILLENKAMP F. , EHRING H.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Torsional and Inversional Barriers in Compounds with Nitrogen‐ Heteroatom Bonds
Authors: RABAN M. , KOST D.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Hydrazine Stereodynamics
Authors: NELSEN S. F.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Triarylamine Stereochemistry and Correlated Motion in the Three‐Bladed Propeller
Authors: GLASER R.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Photoionization Mass and Photoelectron Spectroscopy of Radicals, Carbenes, and Biradicals
Authors: BLUSH J. A. , CLAUBERG H. , KOHN D. W. , MINSEK D. W. , ZHANG X. , CHEN P.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Electronic Spectra and Crystal Structures of (NH4)6(MMo9O32)×6 H2O (M: NiIV or MnIV).
Authors: STRATEMEIER H. , HITCHMAN M. A. , KEPERT D. L. , SKELTON B. W. , SUGARS K. E. , WHITE A. H.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Characterization of Bismuth Manganese Oxide Catalysts for Methane Oxidative Coupling.
Authors: BAIDIKOVA I. , MATRALIS H. , NAUD J. , PAPADOPOULOU C. , MAMEDOV E. A. , DELMON B.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Molecular Beam Optical Stark Spectroscopy of Calcium Monocyanide.
Authors: STEIMLE T. C. , FLETCHER D. A. , JUNG K. Y. , SCURLOCK C. T.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Gas‐Phase Reactions. Part 89. Radical Ions. Part 90. Di(tert‐butyl) diazomethane: Thermal Decomposition and One‐Electron Redox Reactions.
Authors: BOCK H. , BERKNER B. , HIERHOLZER B. , JACULI D.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Formation of Five‐Membered Lactams by 5‐endo‐Trigonal Radical Cyclizations of 2‐Chloro‐N‐(cycloalk‐1‐enyl)acetamides: New Synthesis of the Erythrinane Skeleton.
Authors: SATO T. , NAKAMURA N. , IKEDA K. , OKADA M. , ISHIBASHI H. , IKEDA M.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Evidence for “Stable” Organocopper Intermediates in the Reaction Between Me2CuLi‐LiI and Allylic Sulfinyl Mesylates.
Authors: DE LA PRADILLA R. F. , RUBIO M. B. , MARINO J. P. , VISO A.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Ene Reactions of Indan‐1,2,3‐trione (a Super‐Enophile) and Related Vicinal Tricarbonyl Systems.
Authors: GILL G. B. , IDRIS M. S. HJ. , KIROLLOS K. S.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Synthesis of the First Tetrathiafulvalenes Linked to Two Electron Acceptors: Possible Model Compounds for Intramolecular Charge Transfer.
Authors: LE PAILLARD M. P. , ROBERT A.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Acid‐Promoted Cyclocondensation of Nitriles. Part 1. Novel Synthesis of 3‐Aminoisoquinolines and Their Derivatives.
Authors: SEREDA A. V. , SUKHOV I. E. , ZOLOTAREV B. M. , YARTSEVA I. V. , TOLKACHEV O. N.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Mechanism of the Thermal Tetramerization of Phospholes.
Authors: BEVIERRE M. O. , MERCIER F. , RICARD L. , MATHEY F.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Preparation of (2S*,5S*)‐2,5‐Dibenzylphospholanic Acid.
Authors: POLNIASZEK R. P.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: A Study of the Temperature Dependence of the Electrical Conductivity of Monocrystalline Oxidic Semiconductors Through the Dependence of Temperature of the Electronic Bands or Collective Excitations.
Authors: CARTIANU S.‐D.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Radical Reactions. Part 2
Authors: RHODES C. J.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
ChemInform Abstract: Addition Reactions: Cycloaddition
Authors: DENNIS N.
Published: July 2007

ChemInform is a weekly Abstracting Service, delivering concise information at a glance that was extracted from about 100 leading journals. To access a ChemInform Abstract of an article which was published elsewhere, please select a “Full Text” option. The original article is trackable via the “References” option.
Communicating Experience
Authors: Lambert Nancy
Published: July 2007

The premise of this article is that direct marketing requires theory to progress as a discipline and to advance its practice. Furthermore, the author suggests that constructive truths should be suggested by practitioners to the academic community, to be tested and verified as the basis of direct marketing theory. The theory-in-use methodology is suggested as a framework for blending practitioners’ experiences into a theoretical framework.
Research on consumer behavior in direct marketing
Authors: Sackmary Benjamin
Published: July 2007

There has been little systematic study of consumer behavior in the field of direct marketing. Among the reasons for this neglect are: (1) definitional problems; (2) limited access to appropriate data; (3) absence of a conceptual framework; and (4) lack of a network of interested researchers. This paper reviews and summarizes the existing literature on consumer behavior in direct marketing and attempts to identify common themes and points of agreement. Four broad categories are used to classify existing research: (1) consumer motives, (2) resistance to direct marketing, (3) direct buyer characteristics, and (4) the place of direct marketing in consumer shopping strategy. Directions for future research are discussed. This is a revised version of a paper presented at the Direct Marketing Professors; Symposium held at the University of Missouri at Kansas City, June 1985.
Direct response advertising as an element in the promotional mix
Authors: Self Donald R. , Ingram Jerry J. , McCullin Robin S. , McKinney Roger
Published: July 2007

Current mainstream academic marketing literature classifies direct response advertising as either a sub-set of advertising or as a channel-of-distribution concept. The authors position direct response advertising as a separate promotional mix element different from both general advertising and selling. Direct response advertising may be sub-classified, based on the major direct response advertising media types: outbound and inbound telemarketing, interactive electronic media, direct mail, broadcast electronic media, and print. These media are considered to represent points on a continuum between selling and advertising. Suggestions for maximizing the efficiency of the various media during the pretransactional, transactional, and continuing stages conclude the article.
A new theory of direct market testing
Authors: Allenby Greg M. , Blattberg Robert C.
Published: July 2007

Direct marketing tests often generate expectations that are not realized during rollout. One reason for this is that the variability of the response rates tends to be greater than that predicted by the standard binomial model. An alternative model is proposed which accounts for this extra variability, and implications with respect to test design and evaluation are discussed. Results from an actual direct marketing test are used to illustrate different aspects of the proposed model. Recommendations for improving current testing procedures are also examined.
Direct response advertising
Authors: Bauer Connie L.
Published: July 2007

The cumulative proportion of responses over time from direct response advertising is shown to be a decaying exponential curve. This study analyzes response curves from nine direct response ads in weekly and monthly magazines and customer mailings. The implications of using the two parameters of the decaying exponential equation for forecasting responses is discussed along with a modeling strategy for future direct marketing research.
Direct marketing infrastructure
Authors: Akhter Syed H.
Published: July 2007

International firms operating in overseas markets often face numerous channel-related problems which can adversely affect their performance. Direct marketing, by eliminating middlemen but not necessarily their functions, provides a feasible alternative for establishing marketing presence overseas. The international direct marketing potential of a target country can be determined by examining its global environmental trends and direct marketing infrastructure.
Bayesian statistics for direct marketers
Authors: Ehrman Chaim M.
Published: July 2007

Decision makers involved in list selection and purchase for direct marketing campaigns typically use sample response rates as a barometer of future success for a rollout effort. In some instances, decision makers may be convinced that sample response rates are not indicative of the true response rates for a given mailing list. Bayesian statistics present a methodology for revising test sample results using prior assessments and opinions on the likelihood of a particular response rate for given lists. Bayes estimation for updating response probabilities and an illustration of Bayes’ technique in direct marketing are presented.
An exploratory study of a technique to identify consumers’ perceived differences in catalogs
Authors: Wang Paul , Schultz Don E.
Published: July 2007

In this paper we discuss a research method — multidimensional scaling (MDS) — as an alternative means to measure customers’ varying perceptions of catalogs. Results from an exploratory experiment are used to illustrate which catalogs were viewed as similar or dissimilar to one another in various ways in the minds of customers or prospects, and the degree of similarity/difference. The outcome from MDS analysis should enable managers of a catalog company to investigate whether customers’ perceptions of the catalog mirror their own. Suggestions are also made for future monitoring of customers’ perceptions of the catalog.
An evaluation of using a real-life experience to teach direct marketing
Authors: Wilkens Henry T. , Hsu Margaretha M.
Published: July 2007

This paper analyzes experimental data relating to learning experienced by 24 upper-level students in two classes when undertaking a real-life, direct response project for a new car model of the Ford Motor Company. Overwhelmingly, students expressed a satisfaction for the real-life learning experience and indicated an understanding of direct marketing as a result of their experience. This research does not minimize the value of case studies nor suggest that they be replaced.
Managing telemarketing contacts
Authors: Hansotia Behram J.
Published: July 2007

Outbound telemarketing continues to grow at a very rapid rate for many consumer and business marketers, and for a number of companies this direct marketing method has been extremely lucrative. However, some very serious problems have accompanied the profits. Telemarketing, allowed to run amok, can have a devastating effect on a company and on all users of direct marketing. This paper discusses contact strategies for telemarketing and methods for optimizing profits and minimizing customer irritation. An example is worked through which illustrates the financial mathematics of telemarketing in the context of assigning names to products. The author's experience has produced recommendations regarding the types of controls, support systems, and training that are required for a successful telemarketing operation.
Direct marketing for establishing the relationships between buyers and sellers
Authors: Peelen E. , Ekelmans C.F.W. , Vijn P.
Published: July 2007

This article describes a study of direct marketing and the relationships between buyers and sellers. The investigation was carried out by Erasmus University of Rotterdam, on behalf of the Lester Wunderman Institute, Amsterdam, the Netherlands. The Institute aims at promoting a more professional approach to the practice of direct marketing by, for instance, encouraging research into the strategic aspects of direct marketing. “Direct marketing and relationships” is the heading of one such study, carried out by E. Peelen, C. F. W. Ekelmans and P. Vijn.
The dialectic of the retail evolution
Authors: Oren Chaim
Published: July 2007

A profound trend in the retail arena is under way. This trend is evidenced by a series of recent phenomena, like the significant growth of direct response advertising; the convergence of mail-order houses and traditional retailers as each crosses over to the other's territory; the advent of television shopping networks; the significant investments in electronic, in-home shopping networks such as Prodigy (formerly Trintex); and the proliferation of personal computer information networks like Compuserve, Dow Jones, and Genie. Four theories that explain retail change are investigated. After examining retail evolution during this century the conclusion is reached that the “dialectic process theory” offers the most encompassing, simple, and logical framework for the understanding of recent retail metamorphoses. The contention that there are two established retail forms is offered: “traditional” (store-based) and “direct marketing” (home-based). Both forms have been converging in recent years. As this convergence has taken place, a new retailing form has started to emerge: “electronic direct marketing.” In this system, the marketer uses computers, telecommunication, and video display technologies, rather than physical stores or print media, to reach consumers and to build an interactive relationship with them. A conclusion is drawn that this emerging form of retailing will come to have a significant and lasting effect on future retail institutions in the United States.
Structured decision rules for ranking and selecting mailing lists and creative packages for direct marketing
Authors: Ehrman Chaim M. , Miescke Klaus J.
Published: July 2007

The field of direct mail advertising is becoming increasingly important. Many selection decisions must be made by direct marketers, such as those concerning package testing and list and segment within list selection. These decisions can be quite complex, especially when sample sizes and average order size per package and list are not equal. In this article, Bayesian and non-Bayesian statistics are applied to these problems to generate optimal decision rules for package testing and list evaluation and selection. An example is given using real data from test results.
On the information content of advertising
Authors: James E. Lincoln , Vanden Bergh Bruce G.
Published: July 2007

The relative information value of direct response to that of “general” advertising was assessed through a content analysis of 8,457 full-page magazine advertisements. Resnik and Stern's 14-item information scale (22) was used to determine the amount and type of information in the magazine ads analyzed. The results indicate that as one moves from lower levels of information content to higher levels, the proportion of direct response ads shifts from significantly smaller to significantly larger proportions when compared to the “general” ads. Additionally, a significantly higher proportion of direct response ads exhibited 8 out of 14 of the information cues measured. Overall, the direct response ads analyzed outperformed the “general” ads in amount of and most types of information studied.
Reinventing direct marketing
Authors: Copp Vincent F.
Published: July 2007

The future of direct marketing receives much attention in trade journals and discussions at direct marketing conferences, yet its “future” remains as vague as ever. This article identifies and examines the major problems, issues, and misconceptions that need to be overcome and provides both principles and specific examples of what should be done to launch direct marketing into the next generation—including a new name that will be needed to describe the enhanced discipline.
A content analysis of direct response television advertising
Authors: Bush Alan J. , Bush Robert P.
Published: July 2007

While many direct marketers are starting to include direct response commercials as part of their marketing strategy, very little empirical knowledge exists regarding the current content, trend, and emphasis that direct response advertising occupies in the advertising arena. In order to provide more empirical insight into this neglected area, the authors explored, through a content analysis methodology, the current state of affairs pertaining to direct response television commercials. An analysis of 4220 commercials yielded 709 direct response advertisements. The authors provide an in-depth analysis of the advertisements in attempt to provide more insight on the placement of direct response advertisements in the firm's overall marketing strategy.
Correcting for “regression to the mean” in list selection decisions
Authors: Ehrman Chaim M.
Published: July 2007

In list selection decisions, direct marketers typically select, prior to the list purchase decision, a number of names to be sampled from the list. The number of responses from the sample is used to estimate the rollout response rate. If it is high enough, the list is purchased. Practitioners have voiced dismay that rollout response rates are often lower than sample response rates. This phenomenon has been described in the literature as “regression to the mean.” In this paper, correction for this bias is presented. Also, software is given that can readily assist the direct marketer correcting for this bias.
Reference pricing: Catalog versus in-store comparisons
Authors: Morganosky Michelle A. , Choudhury Ranjita
Published: July 2007

The purpose of this study was to investigate the influence of reference price information in a catalog versus in-store purchase situation. An experiment with 320 subjects was conducted in a large regional mall in the Midwest. Findings based on analysis of variance and post-hoc comparisons revealed that reference price information did influence consumers’ fair price evaluations, how much they would be willing to pay for products, and the highest prices they would be willing to pay. The influence of reference price information was most evident for catalog items that were higher-priced (suits) and labeled “made in U.S.A.” Implications are discussed.
Consumer intention to utilize electronic shopping
Authors: Shim Soyeon , Drake Mary Frances
Published: July 2007

By utilizing the Fishbein Behavioral Intention theoretical framework, this study examined consumers’ intention to use an electronic shopping mode. First, the Fishbein Behavioral Intention Model was tested in the context of electronic shopping in order to determine the importance of the model components. It was found that attitudinal component ( A b) and normative belief ( NB) were similarly important in predicting electronic shopping intention ( BI) without the function of motivation to comply ( MC). Second, those who had high intention level and those who had low intention level were identified. A profile of the potential users of electronic shopping was developed in terms of shopping habits, computer ownership and usage, mail order purchase experience, and demographics.
Impact of prompt-response and quantity premiums on direct mail response rates
Authors: Gordon Peter J. , Kellerman Bert J.
Published: July 2007

Conventional wisdom assumes that a carefully planned premium offer will increase the response rate to a direct marketing offer. For this study, a direct mail program was designed in order to measure the impact of two premiums—one for prompt response and another for larger quantity ordered.

Twenty thousand pieces were mailed using a random split half sampling method, and responses to each offer were carefully monitored. The results were unexpected and provide important insights for the development of optimum direct marketing strategies. The quantity premium had an insignificant impact on order rate, while the prompt-response premium actually resulted in a reduced order rate.
Consumer perceptions of direct mail advertising by hospitals
Authors: Taylor Raymond E.
Published: July 2007

A sample of consumers residing in a Southwestern American city was surveyed with respect to the appropriateness of hospitals using direct mail advertising. Direct mail advertising was perceived by the respondents as a positive medium for hospitals to use in their marketing programs. More specifically, direct mail is perceived as a more professional advertising medium for hospitals than are other media. In respect to advertising fees, consumers perceived direct mail to be the best medium for hospitals to use.
The role of perceived risk in mail order catalog shopping
Authors: McCorkle Denny E.
Published: July 2007

The purpose of this article is to review the marketing literature concerning perceived risk and to offer a conceptual application of this literature to the mail order catalog shopping purchase situation. Five specific types of perceived risk are presented and discussed in relation to risk reduction techniques applicable to each.

The author's conceptualizations concerning perceived risk are an attempt to promote academic empirical research, as well as to enhance practitioners’ understanding of their own current and future efforts toward expanding the database of receptive mail order catalog shoppers.
The use of incentives to increase mail survey response rates in a business environment
Authors: Little Eldon L. , Engelbrecht Edwin G.
Published: July 2007

A field test was conducted to investigate the effectiveness and efficiency of using small monetary and premium incentives to increase mail survey response rates in a business environment. The results of the research indicate that a small monetary incentive is significantly more effective in increasing response rates, and more cost effective than either the premium or no-incentive conditions.
Code of ethics and the telemarketing industry's code
Authors: Carusone Peter S. , Brown Herbert E. , Wise Gordon L.
Published: July 2007

This article examines the role of the code of ethics in the context of other approaches to institutionalized improvement in business ethics, and reports the results of an empirical study among on-the-phone telemarketing personnel regarding their support of various ethical tenets embodied within the industry's professional code. The results indicate that practicing telecommunicators do not indiscriminately support or reject the various tenets of the 12-tenet code. Clarity and honesty in presenting telemarketing offers received the strongest endorsement. Conversely, however, there was significant disagreement with other tenets that called for no telemarketing deceit. The tenet prohibiting delivery of recorded messages without first obtaining permission with a live operator received the least support, implications of the findings suggest that a concerted industry educational effort is needed on telemarketing's code of ethics. There is also the possibility that the code itself may lack the specificity necessary to make it work up to its greatest potential as an institutionalized tool of telemarketing industry self-regulation.
Exploring business-to-business direct mail campaigns
Authors: Sherman Elaine , Greene Joel N. , Plank Richard E.
Published: July 2007

Despite the growing interest in direct marketing, little has been written regarding alternative message strategies within the context of direct mail presentations. The general purpose of the present research is to investigate the effectiveness of three alternative message structures used by a marketer of a business service in a direct mail campaign.

Specifically, the study examines alternative message strategies: comparative (two or more competing offerings are compared); two-sided messages (specification of positive and negative service features); and positive only. The target markets in this direct mail campaign were two types of professionals: medical doctors and lawyers. Results of the analysis suggest that two-sided messages were more effective in eliciting response then either comparison or positive-only message structures. This finding was consistent across both target markets and is consistent with work done in other advertising contexts.
Nonstore versus Store Retailing
Authors: Gehrt Kenneth C. , Ingram Thomas N. , Howe Vince
Published: July 2007

The impact of situational factors has typically been investigated in the context of goods marketing. Very few studies have investigated the impact of situational factors on retailing. This study demonstrates the importance of situational influence on retail marketing by delineating a situationally defined competitive market structure for store and nonstore retailers. This is done by 1 (characterizing ten sporting goods retailers with respect to pertinent situational contingencies, and 29) clustering the retailers in terms of the similarity/substitutability of their situational characterizations. The general marketing implications of the procedure and the specific retailing implications of the findings are discussed.
Another view of older consumers and catalog shopping
Authors: Davis Brian , French Warren A.
Published: July 2007

This article presents the results of a study of older consumers in which catalog users were compared with catalog nonusers. Using a national sample of over 700 older men and women, catalog users and nonusers were compared on an array of psychographic, activity, and media-usage variables. Differences between catalog users and nonusers were evident in all three areas. Compared to catalog nonusers, catalog users were found to be more venturesome, more fashion-conscious, more open to change, and more socially engaged. In addition to these psychographic differences, a number of significant differences in the areas of lifestyle activities and media usage were found relative to potential advertising strategy. Finally, several interesting parallels between this study and previous studies of older consumers are discussed.
Electronic shoppers and nonshoppers among videotex users
Authors: Shim Soyeon , Mahoney Marianne Y.
Published: July 2007

This study investigated differences between electronic shoppers and nonshoppers among videotex users in terms of shopping orientations, videotex usages, and demographics. Data ( N = 551) were collected via questionnaires sent to 1,000 current subscribers to a major videotex company. By utilizing discriminant analysis, it was found that shopping orientations and videotex usages were successful overall in distinguishing electronic shoppers from nonshoppers. However, demographics were relatively unsuccessful. Significant variables included eight factors of shopping orientations (easy use of electronic shopping; high-tech in-home shopper; home shopping prone; low perceived ambiguity; recreational shopper; low perceived high cost; shopping opinion leader; and less convenient/time-conscious shopper); and six factors of videotex usages (general information; information exchange; financial information; computer/professional forum; length of videotex usage; and satisfaction with videotex services); and one demographic variable (education).
Consumer personality characteristics can help guide marketing and creative strategies
Authors: Alwitt Linda F.
Published: July 2007

Although past research on effects of personality on consumer behavior have not been consistently useful to marketers, it would be valuable for direct marketers to renew that research now. When personality research focuses on describing customer segments, personality may be used to help guide marketing and creative strategies. Two personality characteristics, self-complexity and self-monitoring, are used as examples of how personality characteristics may be evaluated to develop implications for marketing to customers. A plan of action is presented to evaluate the implications of a personality.
Postal rate increases
Authors: Lincoln James E. , Pashupati Kartik , Li Hairong
Published: July 2007

Historical data were analyzed in order to determine whether or not postal rate increases preceded, were simultaneous with, or followed increases or declines in Third Class mail as well as First Class mail volume. Results showed positive significant correlations between mail rate increases and mail volume for both kinds of mail under all three conditions. However, after controlling for the number of U.S. households at a given time, it was found that in the case of Third Class mail there was a statistically significant relationship only in those instances when postal rate increases were preceded by increases in mail volume.
The influence of socioeconomic and technological factors on direct mail volume in western european economies
Authors: Akhter Syed H.
Published: July 2007

This article discusses the influence of socioeconomic and technological factors on direct mail volume in 12 Western European economies. Relations between these variables are studied using a pooled cross-sectional time-series model. The findings suggest that telephones and income significantly influence direct mail volume in these Western European economies. Research hypotheses, empirical findings, and future research directions are presented.
Direct response versus image advertising
Authors: Peltier James W. , Mueller Barbara , Rosen Richard G.
Published: July 2007

In the past, the disciplines of image advertising and direct response advertising have been relatively isolated from one another. Recent interest has been directed toward integrating the two disciplines, thereby reaping the benefits of each. Yet, discussions regarding the differences between image and direct response advertising are limited. Suggestions as to how an integrated marketing approach might be implemented are equally rare. This article outlines the factors that distinguish image from direct response advertising and proposes that a melding of the two techniques can benefit both traditional and direct marketers. A method for evaluating where a particular message falls on a direct-image advertising continuum is provided.
Direct response advertising
Authors: Weigold Michael F. , Flusser Suzie , Ferguson Mary Ann
Published: July 2007

Reactions to direct response ads for a personal computer are examined using a path analysis. Endogenous variables are dispositional tendencies toward risk, knowledge of computers, product price, ad artwork, and information provided. Attitude toward the ad, brand attractiveness, brand value, and purchase riskiness are treated as mediating variables of purchase consideration. Results suggest information has important indirect and direct effects. Other variables, such as risk tendencies and purchase riskiness, appear to contribute little to our understanding of purchase consideration.
Expanding the role of the direct marketing database
Authors: Roberts Mary Lou
Published: July 2007

The direct marketing database of customers and prospects has from its inception been recognized as critical to the success of tactical activities such as promotional and customer service programs. This article argues that there are numerous other programmatic decisions that can be improved by analysis of the database. Further, it argues that the most effective use of a database extends beyond tactical exercises to strategic marketing decisions. A hierarchy is presented that can guide managers toward more powerful and more integrative uses of the database resource in planning and executing databased marketing activities at both the tactical and strategic levels.
Direct mail marketing and air express logistics services
Authors: Ligon Gray C.
Published: July 2007

Direct mail firms can deliver a shipment within hours of receiving an order by using the logistics systems of U.S. air express services. This article describes how some direct mail firms have extended their order cutoff times to as late as 3:15 a.m. for delivery that same day, by moving their warehouses to the hub airports of air express firms. These firms have emphasized customer service and decreased levels of perceived risk in order to survive increased direct marketing competition.
Have contemporary consumers integrated mail/phone order into their categorization of goods and retailers?
Authors: Lavin Marilyn
Published: July 2007

Using data gathered from credit account holders of a national mail/phone order catalog, the present study examines whether contemporary consumers have integrated nonstore alternatives into their categorization of retailers. This research finds that there is a segment that exhibits preference for nonstore buying, that women have more experience shopping than do men, and that such shopping/purchase experience is related to willingness to use mail/phone order catalogs. These results also indicate that respondents do not associate any of the products considered with preference for mail/phone order purchase.
Catalog loyalty
Authors: Klassen Michael L. , Glynn Karen A.
Published: July 2007

A survey of 557 customers of a national mail order company specializing in photographic and video equipment was conducted to determine the differences between those who had purchased more than once from the company's catalog in a three-year period (“repeat customers”), and those who had purchased one time only in the same period (“non-repeat customers”). A discriminant analysis showed that variables designed to measure customer attitudes about price, service, and selected catalog features were influential in discriminating between repeat and non-repeat customers. Research and managerial implications of the findings are suggested.
Beyond prediction
Authors: Leahy Kent
Published: July 2007

A failure to distinguish between the goal of regression-based segmentation modeling as being “predictive” rather than “explanatory” is viewed as the prime catalyst behind the unwarranted model intervention that occurs in the direct response industry today. Moreover, such “model meddling” is not merely an innocuous indulgence, but can result in opportunity costs or real-dollar losses in terms of the utilization of less-than-optimal models. The inability to interpret correctly the meaning of the regression coefficient values is another factor which can lead to the unjustified modification of demonstrably valid segmentation models, as is made evident with an example. Finally, the premature deletion of potentially viable predictors due to certain misconceptions surrounding the harmful effects of “multicollinearity” is also cited as one more example of inappropriate model intervention.
Database marketing
Authors: Petrison Lisa A. , Blattberg Robert C. , Wang Paul
Published: July 2007

During the past century, database marketing techniques have become increasingly important in allowing companies to reach and communicate with customers. An examination of the history of the field suggests that many of the core concepts associated with database marketing date back several decades, but the dissemination of these concepts into different industries and their integration with one another has proceeded slowly. This article presents an overview of how the field of database marketing has developed, with the hope that knowledge of what has happened in the past will enable marketers to find better ways to create relationships with their customers in the future.