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A different wavelength
KCET turned to Plymouth, Mass.-based direct marketing firm DMW Worldwide and began testing against the lagging control in February 2005. Test packages included an invoice-like package, a survey, a premium package and an “action-needed” urgent appeal. Newman says that, for the action-needed piece, the organization revamped the look and tone of both the packaging and the messaging, with a focus on urgency rather than getting a bargain.
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Abny Santicola
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