Use and impact of direct mail in the context of integrated marketing communications: U.S. congressional campaigns in 1982 and 1990

Abstract

Merged survey data from 1982 and 1990 of media allocation strategies of U.S. Congressional candidates include dramatic increases in the use and impact of direct mail advertising in general election campaigns. Further, this impact exhibited differential effects for incumbent and nonincumbent candidates, suggesting that different competitive situations should use different media allocation strategies to enhance behavioral goals. The political campaign is offered as a prototype of successful integrated marketing communications that can serve as an example to consumer goods marketers.