Alternate Media - What's Worth Testing? (777 words)
Similar to co-op mailings, card decks are composed of offers from different advertisers. These offers come in packs of 20 or more cards and are usually all on a related topic. Typically, cards are designed as either business reply cards or with phone and fax information for the order. These cards most likely will be flipped through, so keep the headline powerful and graphics simple. Card decks tend to be cheap in cost, but lower in response than many of the other types of marketing vehicles. However, because the cost is so low, the cost/response ratio usually evens out.