The Peevish Penmen: Direct Mail and US Elections
Nicholas J. O’Shaughnessy
(Loughborough University of Technology, Loughborough)
139
Abstract
The use of direct mail in American political campaigns is examined. Direct mail has the capacity to attract and retain the loyalty of targeted groups, more so than other mediums. The planning of a direct mail campaign and deficiencies in current direct mail strategies are also examined.
Keywords
Citation
O’Shaughnessy, N.J. (1988), "The Peevish Penmen: Direct Mail and US Elections", European Journal of Marketing, Vol. 22 No. 6, pp. 36-44. https://doi.org/10.1108/EUM0000000005288
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited