Onderzoeksartikel

De ontvanger achter de brievenbus: brievenbusgedrag als sociaal handelen

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Abstract

In a publication in Massacommunicatie (1995 (2)) the authors reviewed the literature regarding mail advertising. They concluded that there was a need for more fundamental and audience oriented research. In this publication they use the ‘active audience’ approach called ‘masa’ (Media use As Social Action), to describe the way in which people act towards advertising mail. Based on this model t hey suggest four ways of processing advertising mail by its audience. Understanding of these ways can help advertisers to more successfully reach and influence their audience by mail. Additionally they describe four groups derived from earlier qualitative research with the aid of quantitative data from a big survey. They describe differences in attitude and reach of advertising mail and discuss them from the viewpoint of the active audience model.

How to Cite:

Van Hulst, T. & Robben, M., (1996) “De ontvanger achter de brievenbus: brievenbusgedrag als sociaal handelen”, Tijdschrift voor Communicatiewetenschap 24(3), 259–274.