package test

direct-mail advertising test of response to a new package. To test a package, it is mailed to a sample of names from a list in conjunction with the mailing of a control package to another sample of names from the same list. The response to each of the packages is compared, to determine which package should be used in the future. To be complete, both gross (see gross amount) and net response must be considered in the comparison. Net response includes cash orders and paid credit orders. A test package should differ from the control package in only one respect; if there is more than one difference, then the cause of the response difference cannot be identified. For example, a good package test might vary the color of the outer envelope. A poor package test might also add a lift letter to the package. The marketer will not know if the difference in response can be attributed to the envelope color or the lift letter. He also won't know if the difference would have been even greater if only one element had been changed. See also package code; panel; test.