Damark combines the latest in production technology with proven direct marketing techniques to create a successful catalog

By Rachel Mclaughlin

Assertive Creative

Rudolph describes Damark’s creative as “in your face.” To this end, Damark begins selling right on the front and back covers. Damark has tested both product and concept covers, says Rudolph, but “has found product covers to be more effective.” The front cover features a great offer—free shipping—in large type. This is an effective attention-getter, as many consumers cite the shipping charges as the main reason for not ordering from catalogs. To find out the details, the prospect is directed inside the book.