The first mail piece sold the features of the new cars. The second invited recipients to a Chrysler Corporation private screening by satellite at the nearest dealer. Some bought on the spot. But most sales were made later by salesperson follow-up. The smallest can integrate.
Team play multiplies the effectiveness of each player.
A new medium often debuts in the bush leagues, or sometimes in the street, by opportunistic beginners just learning the game. But media used together in the right way creates a consistently winning and profitable team. Media teamwork or integration does not necessarily require a big budget. Inch ads and classified ads often reach more people per dollar spent than any other medium. If the ad's prime job is to pull response to an electronic medium, modest sizes can produce a very low cost per inquiry, while also allowing for follow-up messages that are as long as necessary.