Something new under the sun. (cartoons in direct marketing)

From: Direct Marketing | Date: June 1, 1996| Author: | Copyright information

Cartoons can serve as a very effective tool in direct marketing. Although some experts deride the use of humor in campaigns, cartoons are usually the best-read and best-remembered part of most publications. In using cartoons, the marketer should remember to focus on the recipient's identity, affinities and psychographics. Teasers and gender-specific references should be avoided.

Cartoon mailings can pull astounding response rates - sometimes as high as 100 percent. But don't count on success, says the father of this exciting new genre, unless you know exactly what you're doing.

One of ...

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