Planned or Impulse Purchases? How to Create Effective Infomercials

TOM AGEE University of Auckland, New Zealand t.agee@paradise.net.n2 BRETT A. S. MARTIN University of Auckland, New Zealand bas.martin@auckland.ac.nz   Conventional wisdom suggests that most purchases made from infomercials— 30-minute direct-response television advertisements—are made on impulse. However, this study of 878 infomerciai purchasers of six products from a major internationai infomerciai marketer indicates that the majority […]

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Email Advertising: Exploratory Insights from Finland

BRETT A. S. MARTIN University of Auckland Business School bas.martin@aucklancl.ac.nz JOEL VAN DURME University of Auckland Business Schoolj.vandurme@auckiand.ac.nz MIKA RAULAS Institute of Direct Marketing Excellence Helsinki School of Economics raulas@hkkk.fi MARKO IVIERISAVO Institute of Direct Marketing Excellence Helsinki School of Economics merisavo@hkkk.fi   Since the advent of the internet, much speculation has ensued regarding its […]

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