21 July 2020
Direct Mail Helps Build Brands, US Study Finds
WASHINGTON—
US Post Office study on direct mail
US Post Office study on direct mail
 The U.S. Postal Service Office of Inspector General  and Temple University’s Center for Neural Decision conducted a  study  that found that physical ads created stronger memories, sparked desirability, and led to higher subjective value for advertised products, while digital ads captured subjects’ attention more quickly. 
 
The field study campaigns showed a higher consumer response to a physical-digital ad sequence compared to a digital-digital sequence.  Other findings from the lab study have practical implications for marketers and the Postal Service: faces spurred higher recall rates than scenes or words, and the physical-physical sequence was best for 
brand-building messages. The latter finding suggests a growth 
opportunity for the Postal Service, as advertising mail has, 
historically, not been perceived as an effective tool for brand 
recognition campaigns. Link to study is 
https://www.uspsoig.gov/sites/default/files/document-library-files/2017/RARC-WP-17-004.pdf
 
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