1. Gifts for the target market
Power of Gifts: Address Labels Experiment
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Field experiment: Address labels
Donations for the American Disabled
Veterans received a 18% response rate in
a mail survey. What percent response did
they get when free address labels were
included?
Click to the next slide for the answer
Adapted from AdPrin.com 2

3. 35%
Source: See Persuasive Advertising p 84 and AdPrin.com

4. Based on this exercise, write a small application step for
yourself, and set a deadline, preferably within one week. If you
are working with someone else, share your application plan and
the results of your application.
For example, consider giving a gift when customers can
reciprocate easily.
Adapted from AdPrin.com