Take Our Quiz: The History of Direct Mail
September 1, 2014
Think you're a direct mail expert? Test your knowledge of direct mail history with our quick quiz. [Spoiler alert: Answers are at the bottom!] Let us know how you did in the comments!
1.) Which founding father was a printer AND the first Postmaster General of the United States?
- John Hancock
- Benjamin Franklin
- Samuel Adams
- Thomas Jefferson
2.) In 1967, this marketing pioneer identified, named, and defined the term "direct marketing."
- David Ogilvy
- John Caples
- Mary Kay Ash
- Lester Wunderman
3.) Who is considered the inventor of mail order processes and direct marketing?
- Aaron Montgomery Ward
- Richard Warren Sears
- James Cash Penney
- Rowland Hussey Macy
4.) In the 18th century, catalogs were distributed in the American colonies even before the Revolutionary War. What type of products did these catalog mailings promote?
- Textiles and millinery
- Garden and seed
- Farm equipment
5.) ZIP codes have been used by the United States Postal Service since 1963. What does “ZIP” stand for?
- Zone Improvement Plan
- Zone Increase Plan
- Zealous In Postal
- Nothing, it refers to how the codes increased efficiency for speedy mail delivery
Marketing Trivia Answers
- (B) Benjamin Franklin.He was appointed the first Postmaster General of the United States in 1775. See more postal history on the USPS site.
- (D) Lester Wunderman. He's considered to be the father of contemporary direct marketing. Other claims to fame include the creation of the toll-free 1-800 number and numerous loyalty marketing programs including the Columbia Record Club, the magazine subscription card, and the American Express Customer Rewards program. Learn about more marketing legends.
- (A) Aaron Montgomery Ward.In 1872, he created his Montegomery Ward mail order business, launching with a one-page catalog. He is considered the inventor of mail order processes and direct marketing.
- (C) Garden and seed.In the 18th century, garden and seed catalogs were distributed in the American colonies before the Revolutionary War – so catalog mailings predate even the United States as a country! (source)
- (A) Zone Improvement Plan.Simultaneously with the introduction of the ZIP code, two-letter state abbreviations were introduced.