Wilford Brimley and Direct Response Advertising at PolyMedica Corporation

Case Solution

Graeme Rankine
Thunderbird School of Global Management ()

James Amphlett, a financial analyst at Xenon Capital LLC, was asked to evaluate PolyMedica Corporation, whose stock Xenon is considering adding to its portfolio of growth services. PolyMedica was a fast-growing provider of Medicare-covered diabetes testing kits for seniors. PolyMedica promoted its products through direct response advertising in late-night television commercials, often starring veteran actor Wilford Brimley. Financial analysts criticized the company’s accounting policy of capitalizing and writing off direct mail expenses to attract new customers.

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