Onderzoeksartikel

Mediaplanning en de brievenbus: over aanbod, bereik, effect en appreciatie van ongeadresseerde brievenbusreclame

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Abstract

The reach and appreciation of many media are sufficiently known for a good base of media planning. During the past decades a standard reach survey is developed for printed media as well as television/radio media. The research efforts in the direct marketing domain didn’t keep step with it. However, a turning can be seen in the past few years. For direct non mail the numerical foundation got a fixed form. An adequate research tool has been developed to get insight into reach, process and effect of this type of medium. This article describes the realization of the method and the recently obtained results (1992/1993). It can be concluded that the reach as well as the effectiveness of direct non mail rose, but that the appreciation declined.

How to Cite:

Van Rooy, C. & Bronner, F., (1994) “Mediaplanning en de brievenbus: over aanbod, bereik, effect en appreciatie van ongeadresseerde brievenbusreclame”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 22(2), 118–133.