CHICAGO—  A new study released by R.R. Donnelley , reveals that traditional marketing channels, direct mail, and in-store signage, are largely untapped by marketers. Based on surveys of  marketing professionals and consumers, uncovers significant differences between marketer assumptions. Among the findings, more than half (51%) of consumers were more excited to receive direct mail in the past year than they were in the year prior, with the highest levels among Gen Y (65%), Gen Z (57%), and Gen X (53%). Baby Boomers are least likely to be excited about receiving direct mail (36%). In store, consumers show a preference for retailers who effectively use signage and displays, with a majority (58%) saying in-store signage is influential in their purchase decisions. The consumer data suggests that marketers should consider re-investing in traditional marketing channels.