The Advertising Effects of Direct e-Mail

• Main Authors: Shu-Min Yeh, 葉淑敏
• Other Authors: Ching-Jui Keng
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/e4ku85

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 95 === With the rise of internet, marketers have found a good way to access consumers, marketing-marketers mail product information to consumers by direct e-mail. The characteristic of low cost with high efficiency has made direct e-mail marketing become one of the most popular marketing solutions. But a large number of junk e-mails have influenced the marketing result. The main objective of this thesis is to identify the advertising effects of direct e-mail base on receiver’s personality. In this investigation, the extent to which the E-mail''s subject style influences receivers with different personality types is investigated, and to study the relationship between the advertising way and the advertisement''s performance on the direct e-mail. This study adopted Laboratory Experiments and probed into the advertising effects of direct e-mail base on receiver’s personality by multi- factors experiment designs. The main results of the experiment indicated the followings: 1. The Direct E-mail could garner a higher click-through rate when the subject''s style matches the receiver''s personality type. 2. When E-mail content and advertisement product correlation, the advertising effect is better. 3. When the advertisement puts above the E-mail layout, advertising memory is relatively good; It is not influenced but buy the attitude in advertising attitude and products. 4. Different type of e-mail''s content has significant difference to advertising effects. The practical information is better than entertainment news.