[Date]
[Name]
[Designation]
[Organization]
Dear [Ms./Mrs./Mr. Last name],
Further to our discussion last Thursday, the agency has come up with an advertising proposal which we believe will help our brand consolidate its position as the #1 in its category.
Instead of taking the "creative" route, we propose a series of articles. Each quarter-page article will feature one of our experts who will reveal tips, tricks and techniques to help our target audience become better at the game.
Each ad will also encourage the target audience to write, call or text us for our 2011 catalog and to receive a free cap that retails for as much as $49.95 in stores.
The agency expects a response rate of about 1.3%, which is not bad considering the average response rarely crosses the 0.3% mark.
The actual cost of the cap can be recouped using direct-response advertising addressed to those who were interested enough to get in touch with us.
The agency will handle not only the direct-response advertising but also the mailroom services, database management, order processing, and also fulfillment.
Please find attached a sample article for your reference.
The final articles will shortly be presented to you and the other principals of your company for your review and approval.
Please let me know if you have any questions or need more information.
Thank you for your time.
I look forward to meeting with you again soon.
[Signature]
[Name]
[Designation]
