Source: Advertising Age Magazine, October 27, 2003
Dr. James Kowalick is a former rocket scientist (actually, a corporate director of engineering at Aerojet General) who used to sell Christmas trees for a living and organized dating conferences for lonely singles. Now he is an inventor who is about to offer Madison Avenue a new methodology based on a Japanese engineering system that will optimize ad campaigns for maximum response rate. His idea is to scientifically manipulate ad elements such as graphics, colors, and a campaign's sense of humor, to compel customers to act. He has successfully tested the method in on-line and off line marketing campaigns with response rate increases of up to 1,500%!
