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"After establishing a control group that doesn't receive mail at all, different creative approaches and offers can be tested," noted Nesbit. "The idea is to try to continually beat the control group so that distributors may provide a package that creates the greatest return on investment."
He reminded that the package that beats the control group doesn't have to be the most expensive, as price doesn't necessarily determine effectiveness.
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- People:
- Blohm
- Dos Nesbit
- Places:
- Dayton, Ohio
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