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How emotional can a Direct Mailing be to reach your entire target group?
Many of our decisions are not as sensible as we might think. Or do you always choose your new car, your top holiday destination or your favourite jeans rationally?
But what ultimately is crucial in a decision to purchase? Or, even earlier up the line, when a mailing is received and looked at, for instance? How emotional can and how rational should a Direct Marketing campaign be to reach your entire target group? And how do you get them to react to it?
Surprising findings and helpful ideas in relation to this can be found in the summary of the paper by Prof. Lutz Jäncke - including tips from Asendia for your next Direct Marketing campaign.
Prof. Dr. rer. nat. Lutz Jäncke has been teaching neuropsychology at the University of Zurich since 2002. He studied biology, psychology and brain research and, after spending time doing research at the Beth-Israel Medical Center attached to Harvard Medical School, he worked as Senior Researcher at the Jülich research centre. He joined Otto-von-Guericke University Magdeburg as Professor of General Psychology in 1997. He has written more than 250 scientific papers and is the author and publisher of several books.