Can Catalog or Internet Offers Make a Difference? (1,261 words)

Discount: Stuart McGuire catalog offers a $10 discount coupon for an order of $39.99 or more. The offer has an expiration date. This is well-presented on the cover and is positioned well on the order form, immediately above the order section in the center of the publication.

Internet ordering discount: HARMONY catalog offers a 20-percent discount for ordering from its Web site, www.giam.com. The offer is presented on the front cover. However, there is poor follow-up in the catalog, as the offer is not repeated on either the opening spread or the order form. Even the dot whack on the front cover is a bit subdued.