## Form: Response Code Request Form
### Overview
This is a structured form for requesting a response code for a marketing campaign by RJR Brand Eclipse. It includes details about distribution, timing, agency, fulfillment, and responsible personnel.
### Components/Axes
- **Header**:
- From: Joyce Bagby
- To: Brian Robbins
- Date: 6/14/96
- Time: 12:18:14
- Page: 2 of 7
- Fax: (910) 741-1672
- Attention: Joyce Bagby
- **Project Details**:
- RJR Brand: Eclipse
- RJR Program #: 601778
- Response Code: U19
- Project Name: 2-Free Pack Request - Viewership Interest Confirmation #2
- Description: Mail Launch Mailers without an invitation to Sneak Previews in Charlotte and Indianapolis to confirm interest and intent levels. Mailer includes a BRC offer for a free trial (response code U19). If returned, smoker receives two free packs.
- **Distribution**:
- Quantity: 750
- Pct. Response: 20.00%
- # of Responders: 150
- Distribution Vehicle: Direct Marketing
- **Timing**:
- DTS: 07/10/96
- Expiration Date: 08/01/96
- Offer Complete: 07/11/96
- Days Offer Open: 1
- **Data Entry**:
- Supplier: M/A/R/C
- Incoming mail: BRC
- If M/A/R/C is supplier, do you need a M/A/R/C P.O. Box?: Yes
- **Agency**:
- Agency Name: Mezzina/Brown
- Contact Person: Tami LaManna
- Phone #: (212) 251-7700
- **Fulfillment**:
- Company: M/A/R/C
- Job Number: (blank)
- Number of Items on Order Form: 1
- P.O. Box Title: Eclipse
- P.O. Box, City, State, Zip Code: (blank)
- **Comments**: (blank)
- **Responsibility**:
- Marketing Person Responsible for Project: Mike Duffy - 0910
- Production Contact: Joe Leinster - 359
- Response Code Requested By: Mike Duffy - 69100–69199
- **Copies of Confirmation Letter To**:
- Suzi Hicks
- Tami LaManna
- Vanessa Oakley
- Teresa Smith
- Jack Bellis
- Nancy Montgomery
### Detailed Analysis
- **Distribution Metrics**:
- 750 mailers distributed with a 20% response rate (150 responders).
- Direct Marketing as the distribution channel.
- **Timing Constraints**:
- Campaign starts on 07/10/96, expires on 08/01/96, and concludes on 07/11/96.
- Offer window is 1 day.
- **Agency and Fulfillment**:
- Agency: Mezzina/Brown (contact: Tami LaManna).
- Fulfillment handled by M/A/R/C, requiring a P.O. Box for responses.
- **Response Code**:
- Code U19 tied to a BRC offer for free trial packs.
### Key Observations
1. **High Response Rate**: 20% response rate suggests strong initial interest in the offer.
2. **Tight Timing**: Campaign duration is short (1 day offer window), indicating urgency.
3. **Multiple Stakeholders**: Confirmation letters sent to six individuals, highlighting cross-departmental coordination.
4. **P.O. Box Requirement**: Mandatory for M/A/R/C, emphasizing structured fulfillment processes.
### Interpretation
This form outlines a targeted marketing campaign to gauge consumer interest in Eclipse products via direct mail. The 20% response rate and 1-day offer window suggest a focus on immediate engagement. The involvement of multiple stakeholders (e.g., Mezzina/Brown, M/A/R/C) indicates a collaborative effort, with Mike Duffy overseeing both marketing and response code requests. The BRC offer (free trial packs) is central to the campaign’s incentive structure, aiming to convert interest into tangible customer action. The form’s structured format ensures clarity in roles, timelines, and metrics for tracking success.
