Descriptor
| Advertising | 1 |
| Audience Awareness | 1 |
| Communication Research | 1 |
| Higher Education | 1 |
| Language Usage | 1 |
| Marketing | 1 |
| Readability | 1 |
| Writing Research | 1 |
Source
| Journal of Business and… | 1 |
Author
| Roy, Emil | 1 |
| Roy, Sandra | 1 |
Publication Type
| Journal Articles | 1 |
| Reports - Research | 1 |
Education Level
Audience
Location
Laws, Policies, & Programs
Assessments and Surveys
What Works Clearinghouse Rating
Peer reviewedRoy, Sandra; Roy, Emil – Journal of Business and Technical Communication, 1992
Uses a computerized style checker to analyze 14 direct-mail letters used to market books to a middle-class female audience. Outlines methods for correlating stylistic traits with sales success. Finds that letter effectiveness is enhanced by lowering readability levels, as well as by limiting the use of negative words and modifiers. (PRA)
Descriptors: Advertising, Audience Awareness, Communication Research, Higher Education
