The publisher agrees to carry the copy gratis in future issues until a profit is made. d. The advertiser will pay only a certain sum (agreed beforehand) per inquiry (P.I.) or per order (P.O.) re- ceived. The beginner who expects to get on through such deals will find meager pickings. In the long run, only the popularity of the product or service will assure success. Method of Keying Ads Advertisers use various codes on the coupon to keep track of the number of orders obtained from each ad. Most popular is the “department” method. Example: ABC Mail Order Co. Dept. 219 Usually a two-digit number is assigned to a specific medium, as 12, 43, 89, etc.
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Direct Mail Special Report
03-31-2008
