The ladies' note book and calendar : with select receipts and household information / World's Dispensary Medical Association.
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
By packaging the sales pitch inside a 'ladies' note book and calendar with select receipts,' the advertiser guarantees the piece is kept and referenced all year. The copy uses exhaustive lists of specific symptoms to ensure every reader finds her own malady described, and follows up with concrete, believable testimonials.
Steal this when
You want to ensure your direct mail is not thrown away by wrapping it in genuinely useful reference material (like recipes and calendars) that the target audience will keep.