Before the internet we used to focus our advertising on local and national classified, display, card deck and magazine ads. The learning curve was steep and the cost and risk was sometimes very high.
Our turn around from ad placement to results was from 1 to 9 months with an average of around 4 months. When you consider testing a new ad and only scaling up the placement of that ad when results proved positive the overall process(cont.)
was very time consuming.One fateful day I received a plastic bag in the mail from the post office. Back in those days it was not uncommon to have mail that was torn apart by the mail processing machines. (sign-up for the conclusion)