a two-step offer where the viewer is asked to call a toll free phone number for more information. The inbound telemarketer captures the "lead's" name, address and phone number. The fulfillment house then sends, free of charge, information in the form of letters, brochures, video tapes and product samples. If the lead doesn't respond within a short time (e.g., two weeks), additional information is sent. As many as five or six mailings may be sent the lead, attempting to induce an order. The advertiser may follow up a lead, additionally or exclusively, with outbound telemarketing.