INTRODUCTION While many aspects of mail order are commonly understood by those who have alreday learned the hard wya--by costly experience, years of trail and error--there are several facets of mail marketing that remain cloaked in mystery, clouded by half-truths, misinterpretation and misinformation among those who0 have not yet had the advantages of such experience .... This report will attempt to clear away some of the fog and reveal .... ....