JICMAIL aims to provide the media industry with a measure of exposure to advertising mail comparable to those metrics used by other JICS such as BARB, RAJAR and PAMCo.
As a form of direct marketing, advertising mail cannot be measured by simple behavioral proxies (for example presence in the room while the set is on for TV, or read/looked at the front page for print) and requires a more sophisticated item by item approach to building up a picture of mail item exposure. Asking consumers to directly record exposures has been found to be ineffective, with under-reporting and over-reporting of exposure (e.g. for mail items on constant display) both prevalent.
The approach taken involves using interactions with mail as a proxy for mail exposure. Physical mail interactions are recorded by a single household co-ordinator who is responsible for logging all mail activity for all household members.
JICMAIL panelists can record any of the following types of interaction that they have had with each individual piece of mail delivered to them:
Threw it away/recycled
Read/looked/glanced at it
Took it out of the house (e.g.to work)
Put it on display (e.g. on a fridge, noticeboard)
Used/did something with the information
Filed it for reference or records
Passed it on/left out for the person it's for
Put it in the usual place
Put it aside to look at later
These interactions are recorded both when the mail is initially received and then follow up interactions are recorded at any subsequent occasion that an interaction takes place over a four week period, or until the item in question has been thrown away. Each interaction is logged as an opportunity to see.
If a panelist discards or throws away an item then it is recorded as a single impact (since the brand is featured on the envelope for advertising mail) and is then considered ‘dead’. If it is passed on to somebody else, any other actions are then attributed to that other household member.