This article examines the contribution of direct mail advertising to
average weekly unit sales of a national fast food franchisee. Two
different types of direct mail advertising are used, both independently
and in conjunction with local and national advertising. Results of a
field study indicate that one type of direct mail (a shopper)
contributes significantly to sales when used independently. When
combined with national or local advertising, however, the contribution
level of this shopper decreases. Conversely, a direct mail insert
combined with many others inserts into one single envelope is much more
powerful when utilized in conjunction with national advertising. In
fact, results show that this latter combination of direct mail with
national advertising contributes more to average weekly unit sales than
any other combination. Implications are offered and future research is
suggested.