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manufacturing concern that began its first advertising campaign this year. This is a maker of men's shirts that had rather a small distribution a year back. At this time they have a fairly wide distribution, which is growing very satisfactorily. I have been shown data of the cost of distribution. It is, if I remember correctly, something like two-thirds less than the cost of distribution of the business I mentioned before. Now, I may be accused of being super-partial to direct-by-mail advertising when I tell you to what I attribute the results of this form of selling. However biased one may be for or against direct-by-mail campaigning, there can be no question what is the vital factor that is making the one campaign successful, while the other is practically a failure. Both institutions make good products. The advertising and selling plans of both are sound and practical with one exception - one
[8]
PRINT IT AND MAIL IT
ignored the direct-by-mail factor - the other used it as the pivot of its entire campaign."
The following extracts
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