Mail Program Research Articles

1049 COMPUTER RESOURCES AVAILABLE TO HORTICULTURISTS ON INTERNET

Internet is one of the main components of the information superhighway. By accessing information on networks, we as professionals can add to the information stream and disseminate research data and academic applications in a timely manner. Users worldwide can use this data to add to their ongoing research efforts. Both binary and ASCII files can be transmitted. One of the main obstacles new users must face is locating the proper area of interest. The use of FTP (File Transfer Protocol) allows users to transfer data between their server and other servers on Internet. For help in finding areas of interest there are two common systems being used. One is called Archie and allows the searching of Archie servers with key words. Substring searches can be used if you do not know the exact name of a resource. Another system is called Gopher and is menu driven. Gopher provides an easier way to search for the information you are looking for, since it allows users to move within modular menu components. LISTSERV, a mail manager system, allows the distribution of information by mailing lists in less time than regular Internet mail programs, further adding to the system efficiency.

A Current Awareness Service Using Microcomputer Databases and Electronic Mail

Libraries are challenged economically to provide customized services to faculty and researchers who have ongoing needs for specialized information. This report describes a pilot currant awareness service which provided individual faculty with weekly searches of recently published literature, while incurring relatively low costs. Search results were generated using microcomputer databases and were transmitted electronically to faculty using a combination of mainframe computing, a high-speed campus network, and electronic mail. The methodology, which incorporated an automatic mailing program, is detailed. Costs are analyzed and projected for an expanded service to a moderately large faculty population

Comparing market areas using kernel density estimation

From a managers’ point of view it is useful to know whether or not a market area has changed over time, and whether two market areas are different. In this paper we propose, using the kernel density estimation method, to estimate the density of a market area and show how the estimated market area densities may be compared for differences using Bayesian cross-validated likelihood methods. The proposed methodology is highlighted using two applications. One application involves comparison of lunch and dinner markets of a restaurant and the other application involves identifying the optimal area for a direct mail program.

Using Direct Mail in Extension Programming for Nonindustrial Private Forest Landowners

Abstract Four pilot direct mail programs for nonindustrial private forest (NIPF) landowners were conducted in northwestern Pennsylvania. The programs varied in method of contact (targeting versus self-selection) and in type of information (economic versus multiple-use). The programs established contact with many landowners who had not been reached by past extension efforts. Type of information was not related to audience size, audience makeup, or program impact. Targeting reached more landowners than did the self-selection method, but self-selection maintained a greater percentage of these contacts. More of the landowners who selected themselves into the program than those who did not, and more of those who did not "drop out" of the targeted program than those who did, had past educational opportunities in woodland management. Direct mail was effective in increasing landowner knowledge of woodland management but less effective in developing landowner intent to manage woodland. North. J. Appl. For. 7:171-174, December 1990.

Impact of prompt-response and quantity premiums on direct mail response rates

Conventional wisdom assumes that a carefully planned premium offer will increase the response rate to a direct marketing offer. For this study, a direct mail program was designed in order to measure the impact of two premiums—one for prompt response and another for larger quantity ordered. Twenty thousand pieces were mailed using a random split half sampling method, and responses to each offer were carefully monitored. The results were unexpected and provide important insights for the development of optimum direct marketing strategies. The quantity premium had an insignificant impact on order rate, while the prompt-response premium actually resulted in a reduced order rate.

The AT&T opportunity calling program: Responsiveness and implications

One of the key objectives of AT&T consumer long distance marketing is to offer “personalized services” to the 85-million-customer household base. A primary concern is to communicate with customers in a way that is relevant to them. One of the ways AT&T seeks to accomplish this goal is through direct contacts (mail and telemarketing) with the consumer. An example is a direct mail program called the AT&T Opportunity Calling ® Program which was launched in 1984 to provide information about AT&T and its offering during the transitional time following AT&T's divestiture of the Bell Operating Companies. This direct mail program sought to provide value to consumers by recognizing the different needs of consumers, and responding accordingly. Specifically, Opportunity Calling rewarded customers for their patronage by providing them with discounts on commonly used goods and services. (Note: The Opportunity Calling Program officially ended on December 31, 1988.) In order to gain a better understanding of the consumer, a marketing research study was undertaken in late 1986 to tailor a segmentation scheme specifically for the Opportunity Calling universe. The study sought to determine significant attitudinal, demographic, behavioral, and geodemographic factors that contribute to participation in a direct mail program like Opportunity Calling.

Comparing a form-based and a language-based user interface for instructing a mail program

In the domain of interaction languages, forms have been found to be of value in allowing users, especially non-programmers, to specify objects and operations with a minimum of training, time, and errors. Most of that research, however, has been on the use of data base query languages. The present research found that in a procedural task of specifying mail filtering instructions, non-programmers using a form were as fast as programmers using a procedural language, although programmers using the form were faster still.

Comparing a form-based and a language-based user interface for instructing a mail program

In the domain of interaction languages, forms have been found to be of value in allowing users, especially non-programmers, to specify objects and operations with a minimum of training, time, and errors. Most of that research, however, has been on the use of data base query languages. The present research found that in a procedural task of specifying mail filtering instructions, non-programmers using a form were as fast as programmers using a procedural language, although programmers using the form were faster still.

Self-administered programs for health behavior change: Smoking cessation and weight reduction by mail

Forty smokers and 47 overweight individuals were recruited for a home correspondence program for either smoking cessation or weight loss. Participants were assigned to one of four programs for changing their respective health behaviors: (1) a home correspondence program conducted entirely by mail, (2) the mail program with supplemental financial contigency contracts tied to completion of written homework, (3) the correspondence program supplemented both by homework contracts and by regular calls to a telephone answering system, and (4) a standard behavioral group program which acted as a comparison condition. Results showed that all three correspondence approaches produced significant changes in health behaviors equal to the changes experienced by participants in the standard group program. The implication of these findings for development of low cost programs for disease prevention are discussed.

Building more business with industrial direct mail advertising

One of the most effective tools of promotion in industrial markets, though often misused and little understood, is the proper use of direct mail. This article focuses upon the major considerations, with numerous examples, for planning and executing different direct mail programs.