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Wilford Brimley and Direct Response Advertising at PolyMedica Corporation
內容大綱
James Amphlett, a financial analyst at Xenon Capital LLC, was asked to evaluate PolyMedica Corporation, whose shares Xenon was considering adding to its Growth Service portfolio. PolyMedica was a rapidly growing provider of diabetes testing equipment to senior citizens who were covered by Medicare. PolyMedica promoted its products through direct response advertising in late night television commercials, often featuring veteran character actor, Wilford Brimley. Financial analysts were critical of the company's accounting policy of capitalizing and amortizing direct response advertising expenditures to acquire new customers