The Big Idea - How Top Management Responds To Direct Mail Advertising

J. Ronald Hess

In his speech at the American Association of Advertising Agencies (4A's) Annual Meeting in 1969, J.

The Big Idea - How Top Management Responds To Direct Mail Advertising

J. Ronald Hess

How do you reach top management? The board chairmen, presidents, vice presidents and top influencing factors ... those lofty people whose decisions can make or break the success of a specific big-business proposition?

In most selling situations, a personal call by a good salesman achieves best results. But even top flight salesmen get few opportunities to meet top level management face-to-face. Like royalty, these executives are unapproachable. They're guarded by bastions of firm-lipped secretaries and oak-paneled doors. Cold calls on top management have about as...

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