Keeping Creative Alive for Continuity Offers

RSVP—21st Century-Style

It used to be that choice was bad; give the consumer options, and you gave them too much to think about. When it comes to response in the '00s, choice appears to be the better strategy.

For example, most of the continuity marketers give prospects the option to reply via mail, toll-free phone or the Web. Time-Life and IMP require mailed responses, as their sticker tokens for "Fast Fifty" premiums wouldn't carry much weight otherwise.