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Koolatron Industries Limited: Ad Results Reports and Ad Layouts

by K.L.H. Reed; co-published with Lighthouse Softbooks, Victoria, BC

424 pages; quality trade paperback (softcover); catalogue #00-0267; ISBN 1-55212-674-9; US$64.95, C$99.95, EUR65.00, £45.10

Contains detailed analysis of results of $4,440,660 spent on mail order ads that produced $19,000,000 in sales in 6 years. Included are 156 pages of reports showing precise results achieved by each of the 1,526 ads placed by KIL during those years.

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about the book      about the author      Table of Contents      catalogue info

About the Book Whether you're an entrepreneur, a business owner/manager, a marketing executive or an educator in the field of marketing or business statistics you will find valuable material in this book to help you learn how to create blockbuster ads. Over 190 ad layouts used are included for reference so that you can look up the winning ads and learn what made them winners. For less than the price of the smallest mail order ad this book will show you: Which of the 255 publications the company used for advertising were the most profitable Which months of the year produced the best response to the company's ads Whether "2-step inquiry plus follow-up" ads were as effective as 1-step direct sale ads Whether the use of color in the ads justified its cost Whether page position in the publication made a significant difference to the results Whether an order coupon helped or hindered the order response How new ads were tested against control ads and the results of the tests How a 2 word banner doubled the response to an entire month's ad campaign The amazing effect of odd second digit price level on order volumes How we sold more Koolatrons by mail order in the off-season than in-season The effect of ad size on profit contributions and order volumes The Internet adds a powerful new ingredient to the mail order marketing mix, namely the ability to provide your customers with an unlimited amount of sales information at minimal cost. Mail order advertising, that pays for itself, is an ideal tool for directing your customers to your web site. There, the comprehensive information you provide can help you close the sale. The Internet has the potential to greatly reduce your selling cost per order and increase your profitability, if it is used properly in conjunction with mail order advertising. Mail order advertising is still essential to creating awareness of your product and its web site. The information in this book and its companion book, Koolatron Reports and Ad Layouts, can help you develop a winning direct response (mail order) advertising campaign, as the first step toward a dramatic increase in your sales. Also available: The Koolatron Story: How We Turned An Idea Into $19,000,000 In Sales In 6 Years...

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About the Author Kingstone L. H. Reed, nickname "Bey", started his business career in the 1960's in his family's general insurance business. He was the Financial Vice-President and co-founder of a high-tech business in 1968 and became the President and co-founder of Koolatron Industries Limited (KIL) with his wife and a partner in 1975. He and his partners his partners survived some major setbacks in the early years and ultimately sold the controlling interest in KIL to a group of Venture Capitalists in 1981. Mr. Reed is currently the Treasurer and Chief Financial Officer of Trafford Publishing, the co-publisher of this book.

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Table of Contents

INTRODUCTION

   Who This Book Is For
   Benefits To You

ANALYSIS OF KOOLATRON'S AD RESULTS

What Worked and What Didn't
   Response-Affecting Factors
   Results by Publication or Mailing List
   The Most Profitable Publications
   The Most Profitable Ad Series
   Inquiry Ads Versus Order Coupon Ads
   The Most Profitable Orders
   The Effect of Season
   The Effect of Position
   The Effect of Color
   The Effect of Pricing
   The Effect of Left Versus Right Page
   The Most Profitable Target Audience
   The Split Run Test Results
   Parting Thoughts

BIBLIOGRAPHY
REPORT HEADINGS DEFINED
INDEX TO AD RESULTS REPORTS
AD RESULTS REPORTS
INDEX TO AD LAYOUTS BY AD VERSION CODE
BACKGROUND ON AD LAYOUTS
AD LAYOUTS

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Catalogue Information

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