by Hallie Mummert ONE OF THE biggest names in mail order started their empires with nothing more than a little, black and white space ad in a magazine. Banana Republic, Lands' End and The J. Peterman Co. all looked to direct response advertising to test the appeal of their products. While their first ads were a bit less complex than the voluminous catalogs these companies mail today, the offers and copy were just as finely crafted. So, too, should be the ads you run, whether they be tests or rolled-out programs. Just as there are numerous considerations in a direct mail campaign, you'll
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