Personalized Direct Mail Fails to Increase Yield.

Phillips, Mary Jo; Morgan, Don L.

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Peer reviewed

ERIC Number: EJ417950

Record Type: Journal

Publication Date: 1990

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0734-6670

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Personalized Direct Mail Fails to Increase Yield.

Phillips, Mary Jo; Morgan, Don L.

Journal of College Admissions, n128 p27-31 Sum 1990

Compared the effects of personalized direct mail recruitment letters on the response rate of 2 groups of 300 students each. One group received a personalized recruitment letter; the other received a nonpersonalized letter. Results showed no statistical difference in response rate between the 2 groups. (TE)

Descriptors: Advertising, Comparative Analysis, Higher Education, Information Dissemination, Publicity, Student College Relationship, Student Recruitment

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A