An absolute classic - KDM Advertising's insert for the Institute of Direct Marketing

I especially liked the very precise proposition on the front cover: "The first totally comprehensive action guide for marketers who have to get their hands dirty."' The evocative opening and 20 questions inside, many of which I couldn't answer, made me feel I should get a copy.

Then there was the relentless piling on of examples, facts and figures, together with illustrations of pages from the guide itself. What you're getting in it is clearly outlined: "800 pages ... 2 volumes ... 45 chapters ... 150 proven checklists ... over 2 years of research and preparation gives you instant answers to every aspect of the direct marketing process."

I particularly appreciated the way the copy was peppered with tips on practical issues we have to deal with daily-distribution, sampling, etc. None of the techniques and ploys used to make this insert so effective is new; rather, it was the way such a battery of them was deployed that made the whole thing impressive, right down to the reminder that "The first print run is limited to 1,500 copies and we cannot guarantee to maintain the exceptionally keen introductory price."

According to the agency, the mail piece pulled a 4.5% response rate, and 2,000 copies of the guide have been sold so far. AGENCY: KDM Advertising CLIENT: Institute of Direct Marketing COPYWRITER: David Ryan ART DIRECTOR: Peter Slaton

The world senses a new era is about to begin.

Bookjacket copy
Time-Life Books Japan

In this book, you will discover a populous nation with few doubts about its desire to become even richer than it is today. Scattered over a 3,200-kilometre island chain, some 119 million people crowd into the 20 per cent of the area that is not mountainous.

Forced to live in densely packed population centres, the Japanese have developed an all-embracing social cohesion that involves group obligations that would be anathema to the individualistic West. Workers, for example, show intense personal loyalty to their firms. They may well be reluctant to leave the workplace before their boss - and he may choose to work from dawn to midnight!

This book examines all facets of Japanese life - the history of the country, its traditions, its arts, its attitude to the rest of the world, the role of women. You will learn that few females attain management positions, though they continue to dominate the home. Women will usually have absolute control over the family budget, since eight out of 10 workers hand over their pay cheques to their wives. Even successful women accept the division of labour. Says one woman TV producer: "To want to be like a man is incredibly irresponsible. To remain a woman, and still be able to improve the quality of life for the rest - this is what I want to do."

The ancient Japanese Shinto religion - now supplemented by Buddhism and Christianity in the national consciousness - is the spiritual backdrop against which the pursuit of wordly success takes place. It is an animistic creed that encourages a sensitivity to nature: for a believer the sound of the wind in the pines is a treasure.

Japan poses key questions about a still enigmatic country. What drives the Japanese to their frenzy of activity? Will the nation change as its newfound wealth is translated into greater world power? And what has the West to learn from a society that boasts little violent crime, a high life expectancy - men live on average to be 74, women to be 80 - and exemplary industrial relations? Here are the objective views of experts in these and other aspects of Japanese life, brought unforgettably alive in more than 100 colour photographs.With this wealth of information, you will be able ot come to your own conclusions as to where Japan is heading.

They occupy nearly 14 million hotel beds a year - enough to fill all London's hotels for three and a half months.

They take nearly 4 million flights a year - filling the equivalent of 25 jumbo jets every day.

They drive enough cars to create a bumper to bumper traffic jam from Rome to Moscow.

100 free air miles when you take a test drive
and the chance to win a Xantia VSX 16 valve!

To encourage you to take a test drive, we are offering you 100 free Air Miles if you put the new Xantia to the test before July 31.

Experience for yourself the brilliant ride produced by the new Hydractive II computerised suspension which automatically adjusts to road conditions.

Call your nearest Citroen west London showroom now and put the new Xantia to the test.

The Xantia was intended to be a driver's car...grip and handling are excellent, especially with the suspension set in sports mode
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Mainspread

The new Xantia.
A dream of a car to drive. And it comes with a dream holiday!

Especially as you will be awarded up to 3,000 free Air Miles if you purchase your new car before July 31. 3,000 Air Miles will take you on a return flight to Athens or Casablanca or even America.

As soon as you set eyes on the new Xantia you'll appreciate the smooth seamless lines achieved by the Bertone and Citroen design centres.

And as soon as you sit inside the car, you'll notice the solid reliable feel that comes from the precision quality engineeering.

The latest computer-aided design and manufacturing techniques have been used to produce a car of exceptional strength and interior quietness, with over 4,000 spot welds used on the body and components.

On the road you'll immediately sense the advantages of a car designed to extend Citroen's leadership in roadholding and responsive suspension.

The utterly reliable way the car handles on even the roughest roads will show you this is a driver's car in the true Citroen tradition.

On two-litre Xantias the roadholding is further enchanced through the availability of the new Hydractive II computerised suspension.

The latest development of the system first used on the Citroen XM adjusts the suspension according to road conditions and the way the car is driven.

The computer reacts within .05 of a second to any changes.

This means the suspension is always at the optimum setting, however demanding the road, and immediately explains the Xantia's brilliant handling and ride.

Find out for yourself by test driving the Xantia and collecting 100 free Air Miles into the bargain.

The launch of Amerigo Computers