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SEEN: Attention-getting headline in a half-page newspaperad for a local linen store: "You never call. You never write.Is it too much to ask you to come to our White Sale?"

HEARD: A TV pitchman's closing line in a commercialfor a new car dealership, located in the suburbs of a major city:"We're just 16 minutes south of higher prices."

SEEN: A direct-marketer runs his newspaper ads onbad-weather days (after checking the long-range forecast a weekbefore), and claims a 20 percent bump in inquiries when prospectsare inclined to stay home.