the goal of the direct mail was to introduce flour bakery to the neighborhood, entice people to visit, and demonstrate the bakery's quality. 

inside the shipping box is a specially printed gift box which holds an introductory note with coupons for a variety of baked goods on the back.  underneath the note are the set of greeting cards with envelopes (to be used on occasions that would be celebrated with cake) and half a dozen madeleines to sample.
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