The New Economics and
Science of Advertising
“Learn About Admiral John Hood,” the outside of the envelope stated enticingly. The letter came with a stack of other mail, much of it unsolicited, much of it discarded. But that personalized mailing label caught my eye. I did not remember that there was an Admiral John Hood. I looked at the return address: “Multieducator: The Multimedia History Company,” it said. Beneath, in blue letters at a 45–degree angle, was another announcement: “It's New … www.his torycentral.com/ Check it out!” So, in the course of a few seconds, whoever had sent this marketing letter had piqued my interest in history and education, after first catching my eye with an intriguing namesake.
I opened the letter. Inside was a brief, polite letter informing me that I would find a short biography of Admiral John Hood, a history of the U.S. Navy destroyer named after him, and a catalog of the company's naval-related wares. “You can purchase products to proudly wear products with the name John Hood on it,” the grammatically challenged missive stated. “What better time then “sic” when our troops are in harms “sic” way for you show “sic” your support then “sic” wearing a hat or jacket that proudly honors the ship named for you “sic” namesake.”