A Brilliant Marketing Idea... sounds great but what is it? Is it the idea that results in the mailman ringing your doorbell, signaling in a caravan of postal workers with mounds of letters (all in response to your latest advertisement)? Is it the idea that brings a 20% response rate on your direct mail campaign?

Surely these ideas would be considered brilliant marketing ideas...right? Well, maybe. It depends on the costs incurred generating the response. If the cost of the marketing was greater than the income it generated, it doesn