The contribution of direct mail advertising to average weekly unit sales

Abstract

ABSTRACT This article examines the contribution of direct mail advertising to average weekly unit sales of a national fast food franchisee. Two different types of direct mail advertising are used, both independently and in conjunction with local and national advertising. Results of a field study indicate that one type of direct mail (a shopper) contributes significantly to sales when used independently. When combined with national or local advertising, however, the contribution level of this shopper decreases. Conversely, a direct mail insert combined with many others inserts into one single envelope is much more powerful when utilized in conjunction with national advertising. In fact, results show that this latter combination of direct mail with national advertising contributes more to average weekly unit sales than any other combination. Implications are offered and future research is suggested.