ting strength. The answer, of course, is to put it where it will get the optimum response. Studying how Pleasant not only survived tough doll competition, but made its line stand out from others is why it is worth studying. Of course, it goers without saying that one can learn from failures, too. This means that Pleasant rethought its way of marketing books. They went to retailers, but every book had a postage-paid card which, when sent in, would result in the mailing of a catalog. Thus, in effect, one sale generated another and another. As a result, Pleasant, according to McDonald (148) says that the reply cards are the most profitable form of prospecting. The fact that the books start at a relatively low retail price of $5.95, make them available to all levels of household income, and the reply cards then produce further sales. Pleasant is certainly a case worth remembering when going into the business of helping a company with a wide spread of products market its various products so they won't get lost on retailers' shelves.
Franklin Mint is depicted as being an outstanding direct mail marketer. The ad shown (McDonald 153) displays a Ford Fairlane which will be shipped, and can then be paid for in five equal monthly payments of $24. So far so good. The ad generated a lot of response for this particular model. But, what I am missing is an opportunity for both a second sale with the same order, as well as an "after-sale". Here is what I would suggest was overlooked, at least, based on readings in the text about Franklin Mint.
They obviously produce other car models which are featured in separate ads. Why not add a couple of lines to the printed reply form which ask: "What other favorite models would you like to own? If we have that model available, we'll ship it, along with the For Fairlane for only $____ more per payment. So, Franklin may be selling more than one model and still paying for only the Fairlane Ad.
Would you...