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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 14-4 SMRB
provides information on
consumers who ordered
merchandise by mail or
phone
V. Developing the
Integrated Marketing
Communications Program
14. Direct Marketing © The McGraw−Hill
Companies, 2003
Ordered by Mail or Phone
Total A B C D
US % Across
000 000 Down % Index
Total adults 185,822 97,715 100.0 52.6 100
Males 88,956 42,488 43.5 47.8 91
Females 96,866 55,227 56.5 57.0 108
Principal shoppers 112,018 60,697 62.1 54.2 103
18–24 23,965 9,846 10.1 41.1 78
25–34 42,832 22,434 23.0 52.4 100
35–44 39,908 23,902 24.5 59.9 114
45–54 27,327 16,047 16.4 58.7 112
55–64 21,238 10,939 11.2 51.5 98
65 or older 30,552 14,547 14.9 47.6 91
18–34 66,798 32,280 33.0 48.3 92
18–49 121,918 65,339 66.9 53.6 102
25–54 110,067 62,383 63.8 56.7 108
35–49 55,120 33,059 33.8 60.0 114
50 or older 63,905 32,376 33.1 50.7 96
Graduated college 36,463 23,374 23.9 64.1 122
Attended college 44,294 24,904 25.5 56.2 107
Graduated high school 66,741 34,408 35.2 51.6 98
Did not graduate high school 38,324 15,028 15.4 39.2 75
Employed males 65,500 32,228 33.0 49.2 94
Employed females 55,910 34,804 35.6 62.3 118
Employed full-time 110,363 60,402 61.8 54.7 104
Employed part-time 11,047 6,630 6.8 60.0 114
Not employed 64,412 30,682 31.4 47.6 91
Professional/manager 31,718 19,851 20.3 62.6 119
Technical/clerical/sales 37,895 22,703 23.2 59.9 114
Precision/craft 13,954 6,930 7.1 49.7 94
Other employed 37,843 17,548 18.0 46.4 88
Single 41,284 17,744 18.2 43.0 82
Married 109,023 62,594 64.1 57.4 109
Divorced/separated/widowed 35,515 17,376 17.8 48.9 93
Parents 62,342 35,701 36.5 57.3 109
White 158,841 87,327 89.4 55.0 105
Black 21,122 7,896 8.1 37.4 71
Other
Household income
5,859 2,492 2.6 42.5 81
$75,000 or more 24,165 14,731 15.1 61.0 116
$60,000 or more 40,979 24,220 24.8 59.1 112
$50,000 or more 57,996 34,185 35.0 58.9 112
$40,000 or more 80,078 47,018 48.1 58.7 112
$30,000 or more 106,838 62,069 63.5 58.1 110
$30,000–$39,000 26,759 15,051 15.4 56.2 107
$20,000–$29,000 30,669 15,147 15.5 49.4 94
$10,000–$19,999 29,083 13,069 13.4 44.9 85
Under $10,000 19,232 7,430 7.6 38.6 73