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Endorser effectiveness through direct mail literature

Talkington, Mark Allen
Scope and Method of Study: The research of this project was an attitude study of the effectiveness of endorsements in direct mail literature. The study was stimulated by a desire to evaluate the role of endorsements in direct mail literature. A mail questionnaire was the primary tool of research; however, a literature search and discussions with management also directed the research effort. The data collected were analyzed in order to answer the research questions proposed, and accept or refute the hypotheses of this study.
Findings and Conclusions: The results of this study indicated that endorsements embedded within direct mail brochures did not significantly affect the perceived quality of a continuing education program.