𝔖 Bobbio Scriptorium
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An exploratory study of bingo card use in consumer magazines

✍ Scribed by Carlson, David C. ;Loveland, Karen A.

Publisher
John Wiley and Sons
Year
1996
Weight
672 KB
Volume
10
Category
Article
ISSN
0892-0591

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✦ Synopsis

Reader information service cards ("bingo cards") have been used by magazines as a positive sales tool and by advertisers to generate large numbers of prospects. A study was conducted in four stages to determine the frequency of bingo card use among consumer magazines, fulfillment performance related to information requests, and policies and opinions of advertisers and magazines regarding bingo cards. Less than 8% of all consumer magazines include bingo cards. Advertisers' response to requests for information via bingo cards tends to be very slow, if they respond at all. Yet survey results indicate that both magazines and advertisers tend to view bingo cards quite positively. 0 195% John Wiley & Sons, Inc. and Direct Marketing Educationd~ Foundation, Inc.

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