The highest-rated talk show in television history was the Oprah Winfrey Show. A popular holiday tradition on the show was " Oprah's Favorite Things ," which aired before Christmas. Everyone in the show's audience received all of the gifts. Even though the show ended last season, Oprah's favorites continue. This year O Magazine ran the "12-Day Give-O-Way!" in which 12 lucky participants won every item listed in the Favorite Things gift guide. Oprah and the magazine's team of experts - including Martha Beck, Dr. Mehmet Oz and Peter Walsh - selected the products they'd love to give and get. The approximate retail value of more than 70 gifts was $7,252 per winner, as well as $2,175 in cash, which winners could use to help defray any tax consequences incurred for acceptance of the prizes. Thus, the total prize package was $9,427 per winner. The sponsor of this promotion was Hearst Communications, Inc. Specifically, the managers at Hearst decided to use sales promotion , marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying. Sales promotion is generally a short-run tool used to stimulate immediate increases in demand. Popular tools for consumer sales promotion include contests, free samples, premiums, trade shows, vacation giveaways, and coupons. The contest was short, just 12 days. For a chance to win the "12-Day Give-O-Way" contestants visited the Web site, www.oprah.com/12days . Once there, they had to give their first and last name, address, city, state, zip code, email, telephone, and birthdate. Furthermore, they were asked, "Would you also like us to send you a free trial issue of O, The Oprah Magazine ?" No purchase was necessary to enter or win. People gave Hearst their personal contact information in return for a chance to win. After the contact information, visitors read the following. "If you like what you see, you'll get 11 more issues (12 in all) for just $ 18 - that's 67% less than others pay on the newsstand. If not, return the bill marked "cancel" and keep the first issue with no obligation. You'll still be eligible to win the sweepstakes. " Of course, many people agreed to the free trial of the magazine. Contestants could enter the contest every day for 12 days. The day after entering the contest, the entrant received an email with instructions of how to pay online. Why did the managers at Hearst want to collect all of that contact information? How successful do you think the "12-Day Give-O-Way" was at stimulating an immediate increase in demand for O Magazine ?