Laurie-I'm glad to see that you share the opinion that junk faxes are 
something a company can do without. Naturally, I'm not including situations 
where the target audience has requested info via fax, be it in daily news 
updates to newsletters to catalog sheets.
The next time the bean counters at your organization have a meeting, you 
might want to bolster your argument against junk faxes with the concept of 
"lifetime value of leads."
In essence, each new lead a promotion generates is worth far more than its 
initial buying activity. From word of mouth advertising to referrals to sales 
years down the road, a single lead is worth much more might originally be 
surmised from initial buying activity.
Analogously, each time an individual mentally erases a company from his pool 
of companies he or she is willing to do business with in the future...the 
cost of advertising which generates negative responses is much higher than 
the initial non-response.
While it's true that without a short-run, there is no long run...it is the 
companies who realize the cost of alienating a target audience...and 
don't...who survive and prosper.
Marc
--- Maximus/2 3.01
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