The Double-edged Sword of Inserts’ Implied Endorsement

Inserts in packages or statements benefit from an implied endorsement of the sponsoring marketer whose package or statement the insert is riding along with. This can be a boon or a curse.

In most cases, package inserts create a positive boost with the implied endorsement. Customers are receiving merchandise they ordered; they’re happy to receive what they’ve ordered and will look more favorably upon the inserts in the package because of it. This includes those bounceback catalogs many catalogers insert in outgoing shipments.