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Daniel Wadleigh presented an interesting idea about combining various vehicles of advertising to gain a positive impact greater than that of two individual campaigns. He says:

Remember the principles: People remember 10% of what they see. People remember 20% of what they hear. People remember 60% of what they see and hear. Image enhancing ads try to generate the warm fuzzies about the results of using your product or service. It’s emotional responses that have the best retention value, and the highest impact. Direct response ads try to activate a response, now! A combination of both elements generates more responses.

A study appearing in “Sales and Marketing Management” magazine announced that “research consistently demonstrates” that:

Direct mail = 1% return of sales

Telemarketing = 4% return of sales (commercial calls)

Combo = 12% return of sales

The principle has to do with both name recognition and the warm fuzzies. As a rule, it is natural for people to try and “categorize” every piece of exposure, as soon as possible. We judge anyone that we meet, or hear about, or get a call from, as either:

1) useful to us

2) neutral

3) risky to us

You’ve got to stay out of “Zone #3.” When there is a mail piece received before an ad or phone call, or, vice versa: when there is a media ad before a mail piece or phone call, it at least moves the categorizing up the scale by one, or even two.