Assessment of the use level of direct mail in the V4 countries

Zhodnotenie úrovne používania direct mailingu v krajinách V4

Ľudmila Nagyová, Patrik Rovný, Jana Stávková () and Ľudmila Majchrovičová
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Ľudmila Nagyová: Katedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republika
Patrik Rovný: Katedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republika
Ľudmila Majchrovičová: Katedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2009, vol. 57, issue 6, 169-178

Abstract: 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.

Keywords: marketing communication; direct marketing; direct mail; V4; countries; consumer (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2009057060169

DOI: 10.11118/actaun200957060169

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