Investigating whether advertising pre-test measures can identify effective fundraising direct mail materials /
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(Published version)
Date
2005
Authors
Faulkner, Margaret E.,
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thesis
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Abstract
This research investigated if media advertising pre-test measures identified effective fundraising direct mail (DM) materials. Pre-tests were commonly used to identify the most effective advertising communication. However, validating the best pre-test measures with sales performance has been difficult. Many of the validation problems were overcome when the arena was changed from advertising to pre-testing DM. By focusing on pre-testing DM in fundraising, the link between communication (DM materials) and the response (donation) was easily measured, as both were recorded at the individual level. However, there is little literature on the use of pre-test measures used being applied to DM.
School/Discipline
University of South Australia. Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Dissertation Note
Thesis (PhD(Business and Management))--University of South Australia, 2005.
Provenance
Copyright 2005 Margaret Faulkner.
Description
1 ethesis (xv, 291 pages) :
illustrations (some colour)
Includes bibliographical references.
illustrations (some colour)
Includes bibliographical references.
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506 0#$fstar $2Unrestricted online access