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Choosing a Strategy
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advertising agency appeal areas audience back-end basic broadcast brochure bulk mail buyers called campaign Capitol Record catalog Chapter client color commercial consumer copy copy testing copywriters cost cost per thousand coupon creative credit card direct mail direct marketing direct-response discount Doyle Dane Bernbach dramatize effective envelope example factor format gross rating points headline important insert labels layout lead letter list broker look magazine mail-order mailing lists mailing piece marketing plan medium names newspaper Newsweek offer package percent person positioning postal premium preprint profitable promotion proposition prospect publication readers reply card require response rate schedule segments selection selling space specific Starrett City strategy subscription suppliers sweepstakes tape technique telephone television U.S. Postal Service usually write zip code