Jinkai Qian

Abstract

Indicated by the Direct Marketing Association (DMA), direct mail marketing expenditures in the USA were nearly $61.3 billion USD in 2008, which was much higher than that of China's $1.57 billion USD in the same time period (Chinese Graphic Arts Net). Direct mail products---as defined by DMA---include catalogs, letters, brochures, pamphlets, circulars and preprinted inserts, video and audiotapes, diskettes, promotional items and communications sent through the mail or other delivery services. In order to better understand the state of direct mail in China, the researcher conducted six detailed interviews with five Chinese printers and one advertising agency. The result showed that with the purchase of digital presses, four of the five printing companies are capable of producing all levels of customized direct mail from versioning to highly personalized print. But all of them indicated that digital printing only occupies very limited portion of their annual production output. However, some printing companies interviewed regarded direct mail as one of their major products, which generate most of their revenue. Moreover, their direct mail job volumes are quite stable mostly due to long-term cooperation with same group of customers, such as banks and publishers. But according to the ad agency interviewed, the usage of direct mail decreased noticeably in recent times due to the emerging and growing E-marketing channels like social media. In addition, most clients of that ads agency have specific marketing plans, which are based on marketing budget, return on investment (ROI) and creativity, therefore its challenging to persuade clients to utilize direct mail because of its high production cost. The researcher concluded that the three most challenging obstacles that Chinese direct mail industry is facing are: * Obtaining quality customer data * Competition with other advertising media * Cost of digital printing and postage

Library of Congress Subject Headings

Advertising, Direct-mail--Research--China; Printing industry--Research--China; Advertising media planning--China

Publication Date

8-6-2013

Document Type

Thesis

Department, Program, or Center

School of Media Sciences (CIAS)

Advisor

Sorce, Patricia

Advisor/Committee Member

Cumming, Twyla

Comments

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in December 2013. Physical copy available from RIT's Wallace Library at HF5861 .Q53 2013

Campus

RIT – Main Campus

Plan Codes

PRNTMED-MS

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