Big Brands Get Bigger Results from Direct Mail

I think bigger companies, bigger brands benefit more from direct mail. I think it is because they already benefit from a halo effect, but they're well known. So then people, I feel people pay more attention to the direct mail piece, register more. So I think that's the main effect that I found. I think clothing and furniture benefit more versus non-clothing, non-furniture, which is also not surprising. Jon Zhang (29:51.149) There are any luxury brands or luxury products in our category. But I would imagine, again, if the psychological theory that direct mail produces a stronger consumer emotion, consumer affect, I would imagine chocolates, vacation, those type of industries would benefit more from direct mail. 

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