Assessment of the use level of direct mail in the V4 countries
The aim is to assess the possibilities of future developments of Direct Marketing in the Visegrad group. Particular attention is paid to the fact that even when there is a single political grouping of states, which between them reported psychological closeness, there are differences between them, to...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Mendel University Press
2009-01-01
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| Series: | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| Subjects: | |
| Online Access: | https://acta.mendelu.cz/57/6/0169/ |
| _version_ | 1798043334507233280 |
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| author | Ľudmila Nagyová Patrik Rovný Jana Stávková Ľudmila Majchrovičová |
| author_facet | Ľudmila Nagyová Patrik Rovný Jana Stávková Ľudmila Majchrovičová |
| author_sort | Ľudmila Nagyová |
| collection | DOAJ |
| description | The aim is to assess the possibilities of future developments of Direct Marketing in the Visegrad group. Particular attention is paid to the fact that even when there is a single political grouping of states, which between them reported psychological closeness, there are differences between them, to be taken into account. Significant differences are primarily in consumer attitudes and preferences, their purchasing decisions as well as acceptance of the various tools of communication mix.Direct Marketing is form of marketing communication aimed on exact selection of target group and its effective addressing. Contrary to the Mass Marketing, each customer is addressed individually and directly, and databases of potential or regular customers are used. One form of Direct Marketing is Direct Mail. It is the oldest and most advanced tool of Direct Marketing. Also called mailing, it is the most important tool of Direct Marketing.The country with the highest amount of delivered mailings is Czech Republic. Up to 82% of respondents indicated that Direct Mail receives often or very often. In Slovak Republic, Poland and the Czech Republic, more than half of respondents read the received mailings only occasionally. Significantly overwhelming majority of Slovaks, Czechs and Poles responds to the delivered mailings by checking out the sender’s web site firstly, or establishing the contact via e-mail. Hungarian respondents prefer answer sheet the most. |
| first_indexed | 2024-04-11T22:47:43Z |
| format | Article |
| id | doaj.art-12b0dbfbb6904939839dc6291e4e562c |
| institution | Directory Open Access Journal |
| issn | 1211-8516 2464-8310 |
| language | English |
| last_indexed | 2024-04-11T22:47:43Z |
| publishDate | 2009-01-01 |
| publisher | Mendel University Press |
| record_format | Article |
| series | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| spelling | doaj.art-12b0dbfbb6904939839dc6291e4e562c2022-12-22T03:58:41ZengMendel University PressActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis1211-85162464-83102009-01-0157616917810.11118/actaun200957060169Assessment of the use level of direct mail in the V4 countriesĽudmila Nagyová0Patrik Rovný1Jana Stávková2Ľudmila Majchrovičová3Katedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republikaKatedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republikaÚstav marketingu a obchodu, Mendelova zemědělská a lesnická univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republikaKatedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republikaThe aim is to assess the possibilities of future developments of Direct Marketing in the Visegrad group. Particular attention is paid to the fact that even when there is a single political grouping of states, which between them reported psychological closeness, there are differences between them, to be taken into account. Significant differences are primarily in consumer attitudes and preferences, their purchasing decisions as well as acceptance of the various tools of communication mix.Direct Marketing is form of marketing communication aimed on exact selection of target group and its effective addressing. Contrary to the Mass Marketing, each customer is addressed individually and directly, and databases of potential or regular customers are used. One form of Direct Marketing is Direct Mail. It is the oldest and most advanced tool of Direct Marketing. Also called mailing, it is the most important tool of Direct Marketing.The country with the highest amount of delivered mailings is Czech Republic. Up to 82% of respondents indicated that Direct Mail receives often or very often. In Slovak Republic, Poland and the Czech Republic, more than half of respondents read the received mailings only occasionally. Significantly overwhelming majority of Slovaks, Czechs and Poles responds to the delivered mailings by checking out the sender’s web site firstly, or establishing the contact via e-mail. Hungarian respondents prefer answer sheet the most.https://acta.mendelu.cz/57/6/0169/marketing communicationdirect marketingdirect mailV4countriesconsumer |
| spellingShingle | Ľudmila Nagyová Patrik Rovný Jana Stávková Ľudmila Majchrovičová Assessment of the use level of direct mail in the V4 countries Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis marketing communication direct marketing direct mail V4 countries consumer |
| title | Assessment of the use level of direct mail in the V4 countries |
| title_full | Assessment of the use level of direct mail in the V4 countries |
| title_fullStr | Assessment of the use level of direct mail in the V4 countries |
| title_full_unstemmed | Assessment of the use level of direct mail in the V4 countries |
| title_short | Assessment of the use level of direct mail in the V4 countries |
| title_sort | assessment of the use level of direct mail in the v4 countries |
| topic | marketing communication direct marketing direct mail V4 countries consumer |
| url | https://acta.mendelu.cz/57/6/0169/ |
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