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advertising average order background Basics of Catalog Batch boots bought British Isles Collection Build Strong Dynamics buyers cash Catalog Mail Order catalog requests catalog size center of interest Chapter Cheskin Collection catalog color separations computer letters concept copy copywriting cover credit card Dynamics of Catalog Eddie Bauer effective eye flow forecast house file increase inventory L. L. Bean Lawson Hill Leather layout leadership Leather and Shoe light list rental Loake logotype look mail marketer mail-order catalogs mail-order companies Mayflower Gift Company merchandise merge-purge names operating system order form orderline paper photograph printer printing product line profit formula prospective customers publicity cost publicity efforts rented lists reorder period response retail store roll-out sales per thousand season selection sell sold solo mailing piece space success symbols theme Wellington boots Wilkinson swords Williams-Sonoma writing zip code