Date of Defense

Spring 4-24-2007

First Advisor

Lois Lemon, Paper Engineering, Chemical Engineering, and Imaging

Second Advisor

Larry Ahleman, Paper Engineering, Chemical Engineering, and Imaging

Third Advisor

JoAnn Atkin, Marketing

Abstract

The following experiment is intended to test the effectiveness of a finished direct mail piece against a plain, or un-finished direct mail piece. Each individual trial will include 2,000 participants total. One group of 1,000 participants will receive direct mail pieces which contain coiling or embossing, while another group of 1,000 will receive the same mailing piece without the finishing or embossing. A business reply post card that is plain or contains finishing makes it readily apparent which type of mail piece the participant received and is responding with. This return post card is included with the direct mail piece for the user to send back to the respective company to request more information or to order a particular item. The participating business will compare the number of finished vs. unfinished pieces that are returned to determine if mail that contains foiling or embossing is returned in higher amounts than plain pieces. Based on this comparison, the business can determine if using a finishing process in their direct mailing is worth the added cost of finishing when compared with the benefits or sales.

Access Setting

Honors Thesis-Campus Only

Download

Share

COinS