This study summarizes the results of more than 135 proprietary, direct mail advertising tests. Herein, these tests are referred to as Mail Ad Exposure (MAX) tests. The techniques that have been subjected to MAX testing include: (1) mailings of ad reprints, (2) self-mailers (mail with no envelope), (3) polybags, (4) closed envelopes, (5) die-cut (window) envelopes, (6) mailers in a series, (7) news letters, (8) dimensional mail, (9) samples, (10) cassettes, and (11) tubes.
