Onderzoeksartikel

Literatuuronderzoek naar brievenbusreclame: de vraag naar fundamenteel en ontvanger-gecentreerd onderzoek

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Abstract

Mail advertising is the most prominent form of direct advertising. The expenditure on direct mail amounts to more than one fifth of the total advertising expenditures in the Netherlands. In comparison the number of scientific publications regarding this subject is small. In this article the authors give a detailed review of all recent publications. The four sources of research in this field are: universities, businesses, suppliers of mail advertising services and public interest organizations. After reviewing the literature the authors conclude that most publications concentrate on applied research instead of fundamental research. The latter generating new insights and theoretical knowledge regarding the specific nature of this form of advertising. Furthermore most research concentrates on source and medium characteristics. Future research should therefore be fundamental and concentrate on the receiver of the message, rather than the source and the medium.

How to Cite:

Van Hulst, T. & Robben, M., (1995) “Literatuuronderzoek naar brievenbusreclame: de vraag naar fundamenteel en ontvanger-gecentreerd onderzoek”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 23(2), 66–83.