Have you ever wondered why the Postal Service offers free rates for the blind, balloting materials for overseas voters, and items sent by some consular officials? Or why it offers reduced rates to qualified nonprofit organizations, election officials, local newspapers, and publishers of educational material? It is because Congress mandates that the Postal Service provide free or reduced rates to these mailers and then appropriates money to reimburse the Postal Service for the revenue “forgone.”
Aristotle’s tried and true rhetorical method might just be a successful formula for advertising, too. Tell them what you are going to tell them; tell them; and then tell them what you told them.
With advertising it seems, hitting people more than once – and via the same medium –yields the...Read More