Chapter 5: Cartoons in direct marketing
Page 99
postcards seem to defy the laws of gravity. Recipients often treat our mailings, especially postcards, as keepsakes, posting them to refrigerator doors or other memory-wall locations around the house or office. In this case, that “refrigerator door� effect produced an extreme result, because it helped create lasting top-of-mind awareness sufficient to remind recipients to use the coupon for their next trip, up to a year and a half after receiving the mail piece. That is an extraordinary result that just would not have been possible without the effect of the personalized cartoon in the piece.