DIRECT MARKETING;ECHO GALLERY: 1995'S OTHER GOLD WINNERS

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Agency: The Muldoon Agency, New York

Advertiser: Southern New England Telephone

Campaign: "SNET 1994 Holiday Catalog"

For SNET's 1994 holiday campaign, The Muldoon Agency wanted to be sure Connecticut residents bought from SNET, their local phone company. The resulting catalog featured incentives such as a free caller ID unit with purchase of the service. Its response rate of 6.1% topped the previous response by 79%.

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