{"id":"https://openalex.org/W2118936507","doi":"https://doi.org/10.2501/jar-43-2-173-179","title":"The contribution of direct mail advertising to average weekly unit sales","display_name":"The contribution of direct mail advertising to average weekly unit sales","publication_year":2003,"publication_date":"2003-06-01","ids":{"openalex":"https://openalex.org/W2118936507","doi":"https://doi.org/10.2501/jar-43-2-173-179","mag":"2118936507"},"language":"en","primary_location":{"id":"doi:10.2501/jar-43-2-173-179","doi":"https://doi.org/10.2501/jar-43-2-173-179","is_oa":false,"landing_page_url":"https://doi.org/10.2501/jar-43-2-173-179","pdf_url":null,"source":{"id":"https://openalex.org/S61992289","display_name":"Journal of Advertising Research","issn_l":"0021-8499","issn":["0021-8499","1740-1909"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4364309724","host_organization_name":"Advertising Research Foundation","host_organization_lineage":["https://openalex.org/P4364309724"],"host_organization_lineage_names":["Advertising Research Foundation"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising Research","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5019432181","display_name":"Marla Royne Stafford","orcid":"https://orcid.org/0000-0001-5978-9331","observed_orcids":["https://orcid.org/0000-0001-5978-9331"]},"institutions":[{"id":"https://openalex.org/I94658018","display_name":"University of Memphis","ror":"https://ror.org/01cq23130","country_code":"US","type":"education","lineage":["https://openalex.org/I94658018"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Marla Royne Stafford","raw_affiliation_strings":["University of Memphis","University of Memphis#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Memphis","institution_ids":["https://openalex.org/I94658018"]},{"raw_affiliation_string":"University of Memphis#TAB#","institution_ids":["https://openalex.org/I94658018"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5002606586","display_name":"Eric M. Lippold","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I1335927249","display_name":"United States Department of the Interior","ror":"https://ror.org/03v0pmy70","country_code":"US","type":"government","lineage":["https://openalex.org/I1335927249"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Eric M. Lippold","raw_affiliation_strings":["Department of the Interior"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of the Interior","institution_ids":["https://openalex.org/I1335927249"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5071943188","display_name":"C. Todd Sherron","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"C. Todd Sherron","raw_affiliation_strings":["info2knowledge, IIc","info2knowledge,llc. sherron@i2-k.com"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"info2knowledge, IIc","institution_ids":[]},{"raw_affiliation_string":"info2knowledge,llc. sherron@i2-k.com","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.9501,"has_fulltext":false,"cited_by_count":20,"citation_normalized_percentile":{"value":0.9113002,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":95},"biblio":{"volume":"43","issue":"2","first_page":"173","last_page":"179"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9814000129699707,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9814000129699707,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.009700000286102295,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.00279999990016222,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/direct-mail-advertising","display_name":"direct mail advertising","score":1.0},{"id":"https://openalex.org/keywords/fast-food-franchise","display_name":"fast food franchise","score":0.6179999709129333},{"id":"https://openalex.org/keywords/unit-sales","display_name":"unit sales","score":0.8149999976158142},{"id":"https://openalex.org/keywords/national-advertising","display_name":"national advertising","score":0.7580000162124634},{"id":"https://openalex.org/keywords/local-advertising","display_name":"local advertisements","score":0.9120000004768372}],"concepts":[{"id":"https://openalex.org/C2992882054","wikidata":"https://www.wikidata.org/wiki/Q1851835","display_name":"Direct mail","level":2,"score":0.8881896734237671},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7656800746917725},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6221907734870911},{"id":"https://openalex.org/C122637931","wikidata":"https://www.wikidata.org/wiki/Q118084","display_name":"Unit (ring theory)","level":2,"score":0.6066345572471619},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.5859076976776123},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.49235355854034424},{"id":"https://openalex.org/C59656382","wikidata":"https://www.wikidata.org/wiki/Q191536","display_name":"Conjunction (astronomy)","level":2,"score":0.46155592799186707},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.15580147504806519},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C1276947","wikidata":"https://www.wikidata.org/wiki/Q333","display_name":"Astronomy","level":1,"score":0.0},{"id":"https://openalex.org/C145420912","wikidata":"https://www.wikidata.org/wiki/Q853077","display_name":"Mathematics education","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.2501/jar-43-2-173-179","doi":"https://doi.org/10.2501/jar-43-2-173-179","is_oa":false,"landing_page_url":"https://doi.org/10.2501/jar-43-2-173-179","pdf_url":null,"source":{"id":"https://openalex.org/S61992289","display_name":"Journal of Advertising Research","issn_l":"0021-8499","issn":["0021-8499","1740-1909"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4364309724","host_organization_name":"Advertising Research Foundation","host_organization_lineage":["https://openalex.org/P4364309724"],"host_organization_lineage_names":["Advertising Research Foundation"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising Research","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:cup:jadres:v:43:y:2003:i:02:p:173-179_03","doi":null,"is_oa":false,"landing_page_url":"https://www.cambridge.org/core/product/identifier/S0021849903030216/type/journal_article","pdf_url":null,"source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":11,"referenced_works":["https://openalex.org/W348020079","https://openalex.org/W2157154075","https://openalex.org/W2319608018","https://openalex.org/W3122924612","https://openalex.org/W4233557828","https://openalex.org/W4412087500","https://openalex.org/W4412087686","https://openalex.org/W4412108919","https://openalex.org/W4412433790","https://openalex.org/W4412452217","https://openalex.org/W6881730064"],"related_works":["https://openalex.org/W2412823710","https://openalex.org/W1992142844","https://openalex.org/W2322345285","https://openalex.org/W4381056929","https://openalex.org/W4413981395","https://openalex.org/W4415437718","https://openalex.org/W2035912977","https://openalex.org/W7100415825","https://openalex.org/W2023899348","https://openalex.org/W2059902291"],"abstract_inverted_index":{"ABSTRACT":[0],"This":[1],"article":[2],"examines":[3],"the":[4,69],"contribution":[5,70],"of":[6,15,24,41,49,72,109],"direct":[7,25,50,78,110],"mail":[8,26,51,79,111],"advertising":[9,27,114],"to":[10,56,117],"average":[11,118],"weekly":[12,119],"unit":[13,120],"sales":[14,57,121],"a":[16,42,77],"national":[17,38,64,99,113],"fast":[18],"food":[19],"franchisee.":[20],"Two":[21],"different":[22],"types":[23],"are":[28,127],"used,":[29],"both":[30],"independently":[31],"and":[32,37,129],"in":[33,96],"conjunction":[34,97],"with":[35,63,82,98,112],"local":[36,66],"advertising.":[39,100],"Results":[40],"field":[43],"study":[44],"indicate":[45],"that":[46,105],"one":[47,87],"type":[48],"(a":[52],"shopper)":[53],"contributes":[54,115],"significantly":[55],"when":[58,94],"used":[59],"independently.":[60],"When":[61],"combined":[62,81],"or":[65],"advertising,":[67],"however,":[68],"level":[71],"this":[73,106],"shopper":[74],"decreases.":[75],"Conversely,":[76],"insert":[80],"many":[83],"others":[84],"inserts":[85],"into":[86],"single":[88],"envelope":[89],"is":[90,132],"much":[91],"more":[92,116],"powerful":[93],"utilized":[95],"In":[101],"fact,":[102],"results":[103],"show":[104],"latter":[107],"combination":[108],"than":[122],"any":[123],"other":[124],"combination.":[125],"Implications":[126],"offered":[128],"future":[130],"research":[131],"suggested.":[133]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":2}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}
