What’s Wrong With This Ad?
How to Blow $137,600 and Get Zip
Not only would the responder be delighted to receive the discount coupons, but also very flattered by the private invitation to tour the headquarters.
Benefit to Fisk Johnson
- He sees if anybody read the ad, as opposed to flying blind
- He acquires the names and addresses of customers that enable him to:
—E-mail future offers
—Persuade customers and prospects to try various Johnson products
—Move some merchandise off store shelves, which makes retailers happy
—Maybe get some word-of-mouth (buzz) marketing
—And ultimately get a sense of ROI, if any