Business Services Industry
The caser for space.(print advertising)
Target Marketing, June, 1999 by Hatch, Denny
CHEAP TO TEST; QUICK TO TURN
Whenever someone calls me looking for advice on how to sell a product by mail, I invariably suggest a wee test in space to see if it fogs the mirror. The reasons:
* A great many businesses started with small space ads. Among them: Lillian Vernon, J. Peterman, Banana Republic. At right is the ubiquitous "Indispensable Black Travel Dress" ad that TravelSmith runs everywhere. The purpose is to make a little money and get a customer who will buy additional merchandise from the catalog.
* Use a space ad, and your offer can be in your prospect's hands quickly.
* Your offer is in everyone's hands at the same time. This may also be a disadvantage, unless you're set up to handle a rush of orders....
Most Recent Business Articles
- Multiple criteria evaluation and optimization of transportation systems
- Multi-criteria analysis procedure for sustainable mobility evaluation in urban areas
- A two-leveled multi-objective symbiotic evolutionary algorithm for the hub and spoke location problem
- Multi-criteria analysis for evaluating the impacts of intelligent speed adaptation
- The development of Taiwan arterial traffic-adaptive signal control system and its field test: a Taiwan experience
Most Recent Business Publications
Most Popular Business Articles
- 7 tips for effective listening: productive listening does not occur naturally. It requires hard work and practice - Back To Basics - effective listening is a crucial skill for internal auditors
- FAS 109: a primer for non-accountants - Financial Accounting Standards Board's "Statement 109: Accounting for Income Taxes"
- LIFO vs. FIFO: a return to the basics
- Too Young to Rent a Car? - 25-years-old the minimum age for car renting - Brief Article
- Design a commission plan that drives sales - Sales Commissions
