SD Warren Handbook of Direct Response Production

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Direct response market ing can be def ined as "an interact ive systemof market ing which uses one or more advert is ingmed ium to ef fect a m easurable response'. '* In the1980's and beyond, d irect response market ingpromises to be the market ing method of choice inAmerican business, precisely because i t providesa measurable response. This book has been produced by S.D. Warren as a react ion to the r is inginterest in d irect response as a medium. TheHandbook is intended to be a general product ionguide, but i t a lso covers creat ive approaches andtheor ies. The case histor ies throughout the bookdem onstrate not only what to do, but how to do i t ,and the in i t ia l h istor ical chapter may surpr isey o u . . . the idea of d irect response market ing hasbeen around for centur ies!

*"Fact Book on Direct Market ing', ' Direct Marketi n g As s o c ia t i o n , 1985 .

T a b le o f C o n t e n t sHistor ical Introduct ionFirst Impressions: The Outgoing EnvelopeResponse: Business Reply Mai lPersonal Touches: The LetterPizzaz: The Involvement DevicePromotion: The Color Impact PiecePutting It All Together: The LettershopSpec ia l t ies : S e l f -Ma i le rs , Closed-FacePackages and Other Special FormatsThe Marke tp lace : C ata logsGlossaryProduct ion NotesCreditsS.D. Warren Paper Merchants

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Historical Introduction M a i l o r d e rThe roots of mai l order date back to the Middle A ge s* In 1498,

Aldus M anut ius of Venice, a publ isher ,brought out a catalog of 15 texts wh ich hehad publ ished, which were the precursorsof the pape rback books of today. Perhapsthis was the seed of an idea for Book of theMonth Club or Li terary Gui ld!

Seed and nursery c atalogs were in existence as early as 1667,when Wil l iam Lucas, an Engl ish gardener,mailed a pr inted price l ist of avai lableseeds and p lants . Th is phenomena spreadto the colonies, where a catalog of frui ttrees was publ ished in 1771 by Wil l iamPrince of Flushing, Long Island. Even ourFounding Fathers began to part ic ipate atthis point, as George Washington visi tedPrince's garden s in 1791 and ThomasJefferson was a regular mail order buyer ofplants, both in the American Coloniesand in Europe.

Benjamin F rank lin publ ished a cata log , in 1744, o f "near s ixhundred volumes in most facult ies andsc ience s" f rom h is L ibrary Com pany ofPhi ladelphia. This catalog is remarkablefor several reasons, not the least of whichis i ts use of the concept of "sat isfact ionguaranteed."

Orvis, st i l l a f louris hing mail order compa ny today, was one ofseveral companies that began to sel l sporting goods and f ish ing egu ipment throughthe mail in New En gland in the 1830's and40's . By the end of the Civil War, mail orderact ivi ty had expanded to other parts ofthe country, and ma il order ads were evenbeing carr ied by some magazines.

(*"A History of Direct Market ing," NatRoss, Professor of M arke t ing, New YorkUn ive rsi ty , 19 85 . )


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al beginn ing of ma i l order was a resul t of the exp er iences of a t ravel ing salesman in the M i d west , named Mo ntgomery Ward . Hepubl ished a catalog sheet that l is ted 163items r igh t af ter the Civ i l War. Within twoyears, the catalog grew to 8 pag es, andthen to 72 pages. By 1884, the catalogconta ined 240 pages wi th thousands o fi tems, a lmost every one of which was i l lustrated with a w o o d c u t.

era of personal izat ion, too. One customerwro te the fo l lowing in a le t te r to M ontgo m ery Ward:

ed a ny th ingfrom you s ince the Fall. W ell , the cow kickedmy arm and broke i t , and besides my wifewas s ick, and there was the doctor bi l l . Butnow, thank God, that is pa id and we are al lwel l aga in, and we have a f ine new babyboy, and please send plush bonnet number2 9 d 8 0 7 7 . . . "

eceived a personal ized reply expressing regrets about thebroken arm, pleasure that the wife hadrecovered, congratulat ions on the son andacknowledgement of the order for the b o n net, p lus an inquiry as to whether thecus tomer had no t iced the an t i -cow -k ickershown in the ca ta log .

benef i ted from the post-Civ i l War industr ia lgrowth. In the latter part of the 19th century,ca ta logs became a dynam ic fo rm o f d i rec tresponse m arke t ing . The Sears and Wardscatalogs have been cal led " i l lustratedencyclopedias of social h istory." Mai l order,with i ts pol icy of present ing a great var ietyof products at a fa ir pr ice with service andsat isfact ion guaranteed, is now a f ixture ofthe American marketplace as wel l as the

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Amer ican psyche.

W A N T E DY O U N G , S K I N N YW i r y fellows n o t

ove r 18.M ust be expert riders,willing to risk deathdai ly . Orphans preferred.W a g e s $2 5 .0 0 p e r w e e k

D i r e c t M a i lThe f i rst known envelope was a Babylonian c lay tablet

wrapper f rom the year 2000 BC; th is andother d iscover ies give us an indicat ionthat some forms of direct business c o m mu nica t ions were in ex is tence am ong th eAssyr ians, Babylonians and Persiansdur ing anc ien t t imes.

In C olonial Am erica, there were orders sent to Eng land fo rbooks, tea leaves, and musket bal ls . PonyExpress and the stagecoach were vehic lesfor d irect m ai l in the early West. By the1870's, a number of f i rms were using directmai l to advert ise their wares, a ided by theadvance of penny postage, which began in1872 (those were the good old days!).Direct mail as we know it today was madepossible by the invent ion of the typewri terin 1867

Between 1880 and 1930 there was a huge leap in the advancement of direct mai l . The f i rst let tershops,Business Address Company (1880) andR.L. Polk & Co. (1890) were founded . In1891, the Nat ional Cash Register Company,on e of the first users of the med ium, ma i led4,000,000 pieces, used to obtain qual i f iedbusiness leads for it s salespeople.Homer J. Buckley, the man who coined the term "direct mai l , "founded Buckley-Dement in 1905 as thef i rst company to offer professional d irectmai l creat ive services; and in 1921 LeonardJ. Raymond es tab l ished Dick ie -Raymond,an advert is ing agency that of fered directmai l serv ices in add i t ion to genera ladver t is ing .

The Direct Market ing Associat ion, or ig inal ly known as theDi rec t M a i l Adver t is ing Asso c ia t ion , wasfounded in 1917, and in 1928 came the


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most important event of a l lthe e s ta b l i s h ment of the th ird c lass bulk mai l ing rate.

ing de cade of the 1920'sbrought many cu l tu ra l changes to theUn i ted Sta tes , inc lud ing w aves o f im m igrat ion and an interest in phi losophy andeducat ion, l i terature and art . To takeadvantage o f th is phenom enon, Shermanand Maxwel l Sackheim founded the Bookof the Month Club in 1926. The Club f lourished over the next 50 years, expandinginto subsidiary c lubs and even sel l ingrelated products such as typewri ters.

boomed in an unprecedented fash ion . Arevolut ion of r is ing expectat ions bloomedalong w ith the pol i t ical rebe l l ion of the 50'sand 6 0's. The growth and aff luence of themidd le c lass set the stage for the greatd i rec t m a i l boom. T ime-L i fe Books wasfounded in the 50's to supply the more e d u cated and a f f luen t w i th qua l i ty "co f feetab le" books .

metals in the form of coins and ingots.Throughout the 60's, 70's and 80's, i tsproduct l ine expanded to al l k inds of co l lect ib les, including the Frankl in L ibrary,wh ich fea tured lea ther -bound l ite ra ry c lass ics . The f irst test m ai l ing for the Frank l inLibrary was sent to the Frankl in Mint 'sact ive col lectors l is t and to the AmericanExpressl ist , of fer ing 100 c lassics at $28each. Th i r ty - two thousand o f the th ree mi l l ion prospects responded aff i rmat ively,genera t ing $90 mi l l ion in commi tments fo rthe books. With a current database of over21/2 m i l lion nam es, Frank lin Min t con t inuesto be one of the true direct m arket ing suc cess stor ies.

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the growth of d irect response market ing.Ai r l ines , gaso l ine com pan ies , banks and" t rave l and en ter ta inment" compan ieshave been the m ost prol i f ic d istr ibu tors ofcards in the United States. The f i rst " t raveland en ter ta inment" card was es tab l ishedin 1950 by Diners Club founded by AlBloom ingda le and Ra lph Schne ider, f o l lowed by American Express in 1958 andCarte B lanche in 1959. Bank of Am erica ledthe way with the f i rst bank credi t card in1958, fo llowed by o ther banks th roughoutthe country in the 60's and 70's.

who can imag ine a wor ld w i thout a V isa orMasterCard? These cards ' impact ondirect response market ing, as wel l as onthe marke t ing o f h igh- t icke t merchand isethrough the mai l , cannot be overes t imated .

er ican E xpress is the s ingle largest c l ient ofthe New York City P ost Off ice; the Am ericanExpress M erchand ise D iv is ion se l ls qua l i typroduc ts to cardho lders th rough the mai l ,as do banks (such as Cit icorp with i ts Ci t i -Dollars), and a i r l ines wi th the i r in - f l igh tcatalogs. Banks now even offer benef i tssuch as au tomobi le c lubs and l ife insur ance to the i r es tab l ished cardm emb ers , a l lmarke ted th rough the mai l .

D i r e c t R e s p o n s e M e d i a

in vo lume, quan t i ty and var ie ty o f fo rmats ,inc lud ing the use o f new p romot iona l t e c h n iq u e s s ta mp s , t o k e n s , s we e p s ta k e s ,coupon s, s ta tem ent s tu f fe rs and packageinserts. Dur ing the 60's and 70's, d irectmai l con t inued to be the bas is o f the m ul t i med ia revo lu t ion , a ided by the deve lopmentof the computer, ZIP codes and census


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t racts, which were used for markets e g me n ta t i o n .

Direct response advert is ing in magazines and newspaperstook a great leap forward in 1959, whenW underma n, Rico t ta & K l ine produced afour -page, b ound - in card s tock center fo ldinsert wi th a perforated BRC, whichappeared in TV Guide. This ad (for Columbia Record Club) introduced a product iontechnique that opened up new pr intposs ib i l i t ies , inc lud ing b ind- in inser ts ina wide var iety of forms. I t contr ibuted,as wel l , to the growth o f free-s tand ing newspaper inser ts in the 60 'smin i -magaz inesor ad inserts that are dropped or boun dinto a per iodical .

The in t roduc t ion o f the 60-second comm erc ia l t ime l im i t inradio in the 50's and 60's co ntr ibutedgreat ly to the advance of d irect responseradio advert is ing. More speci f ical ly targetedma rkets have become avai lable in radio inthe 80's, and i t has been a highly c ost-ef fect ive direct response advert is ingme dium for adve rt isers l ike the Wal l StreetJourna l , Smi thson ian , and Amer icanHeri tage.

Direct response te levis ion began in the 50's with a ser ies ofheavy-handed "p i tchmen," bu t as the decades procee ded, the qu al i ty as wel l as thequant i ty of d irect response advert is ingon te levis ion increa sed. I t has been usefulfor many companies in direct sales, leadgenerat ion, and even as a medium forsuppor t o f a d irec t m a i l cam paign .

Reader's Digest was largely respo nsible for the developm ent ofthe lat ter technique, which was effect ivelyused by Publ isher 's Clear ing House, Time-Li fe Books and hundreds of others.

With the growth of te levis ion and radio advert is ing, the term"d i rec t response " o r "d i rec t m arke t ing , " as

opposed to "m a i l o rder " o r "d i rec t m a i l "came into vogue. According to ProfessorRoss, the f irst pu bl ic use of the term "direc tma rk e t i n g " was in a speech by LesterW underman to the Hundred M i l lion C lub(now the Direct Ma rket ing Club of NewYork) in 1961. He sa i d , "I believe the term'd i rec t m arke t ing ' i s more appropr ia te thanmai l -o rder s e l l i n g . . . d irect market ing iswhere the adver t is ing and buy ing becomea single a c t i o n . . . direct market ing is st i l lon the debit s ide in most advert is ing andmarke t ing fo rum s. . . (Bu t ) the fu tu re o fdirect m arket ing is br ight. I t represents as i g n if ic a n t p e r h a p s a r e v o l u t i o n a r y -t rans format ion in our economy."

S u m m a r yMore prophe t ic words could not have been spoken, as those of

you who wi l l be users of th is ha ndboo kmu st know. The purpose of th is book is toeducate adver t is ing pro fess iona ls aboutthe technologies of d irect response marketi ng, specif ical ly those that deal with ink onpaper in direct mai l . In direct mai l , morethan any o ther adver t is ing m ed ium , learning the technolog y is the true secret of i tsmastery. Produ ct ion of d irect m ai l is morecomp lex, and a t the same t ime moreimpor tan t in te rms o f cos t -e f fec t iveness ,than the product ion of even the most beaut i fu l mu l t i -co lo r m agaz ine ad .

S.D. Warren has tradi t ional ly pursued educat ion of the advert is ing communi ty as a p r imary goal . It isour hope that use of th is "Handbook ofDirect Response Product ion" can be a truelearning exper ience for our customers,and that i t can be the beginning of manygreat looking and highly ef fect ive directmai l packages .


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12 The outgo ing envelope has been ca l led the most imp ortantpiece in a di rect mai l package, because i t 'sthe f i rst thing the recipient sees. I f youdon ' t grab that person 's a t tent ion r ight thenand there, the chance s are that the pack age wi l l go in to the wastebasket unop ened.

Creat ive ly, there are many approaches to th is chal lenge.Geval ia Kaf fe's Import Service mai l ingmakes i t clear wi th the outer envelope thatthere i s a t r ia l me mbership ins ide. Themembership card shows through the w i n dow wi th the rec ip ient 's name and addressalready on the card.

The rea l creat ive fu n, thoug h, comes wi th the chal lenge ofus ing teaser copy and exc i t ing v isuals tocapture the reader's at tent ion. Teaser copycan int r igue and ent ice the reader intoopening the envelope as in Frankel &Company Group Creat ive Director BruceStephen's OGE t e a s e r . . . "Have we gota great p ick-up l ine for y o u . . . " workedperfect ly on the Automa t ic Pick-UpPackage for Federal Express. B rucepoints out "Federal Express agreed, theyloved i t . . . and i t worked. "

The outgo ing envelope for 3M's "Scratch and Sni f f " productmai l ing has a powerful teaser l ine thatdem onst rates the product 's a t t r ibutes r ightthere on the envelope, a long w i th a v isua lof a woman's a t t ract i ve face. The wom an'sface is lack ing a nose, and the teaserl ine is: "Are you overlooking a powerfulsa les too l? "

Of course, the prospect 's a t tent ion can be captured wi th v i s u als as wel l as, or even instead of , copy.Visual l y , an odd -s ize format , one wi th anunusual w indow conf igurat ion or especia l l ygood graphics, can make your messagestand out from the other mai l compe t ing forthe recipient 's at tent ion. Take a look at

3M promotes"Scratch 'nSni f f " withdisappearingolfactory salestools, wh i leFederal Expressent ices secretar ies with their"great pick-upline."


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13F i r s t C l a s s |U . S . P o s t a g ePAID

Chic ago, IllinoisPermit No. 1

M r . S a m p l e A . S a m p l eC o m p a n y1 0 0 Main S tA n y t o w n , A N 0 1 2 3 4


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Xe ,o x Corporal

'1989ALENDARumane Society of the United St


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8 At r ight is a diagram showingthe ink an d g luepatterns for a6"'x9"'sideseam envelope.After the enve lopes areprinted on thesheet , according to a layoutprovided by th econverter , th esheet goes tothe conver terfor die-cutt ing,gluing, windowpatch ing andforming intoenvelopes,(see seconddiagram).

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special d ie, for e i ther an odd-size envelope 19or a non-s tand ard w indow, can take severa lweeks, so i t 's best to have a plan ningmeet ing with your art d irector wel l inadvance o f p roduc t ion .

t ive m ed ium . When de s ign ing a d irec t ma i lpackage, the envelope can't be dealt wi thby i tsel fhow the envelope interacts withthe other p ieces in the pa ckage is theimportant issue. For example:

. W il l you have to do a special color ma tch between the envelope and other p ieces in the package? Thepiece that is f in ished f i rst mu st be takena long on press as a "m at ch " fo r theremaining pieces. Chances are that someof the eleme nts in your packa ge w i l l bepr inted on coated stock, and some onuncoa t ed ; making a co lo r m atch be tweenthe two may require mixing special inksrather than speci fy ing a color by number.

. Are the other e lem ents s ized p roper ly so that they can bemechanical ly inserted into the envelope?You shou ld al low for at least V*" on ei therside i.e., if the envelope is 9 1/4" wide, thepieces to be inserted shou ld be no widerthan 83/4," and preferably smaller if therewi l l be several inse rts.

i l l the envelope be addressed ? Do you have to coo rdina te the po s i t ion o f the na me /address onthe let ter with the po si t ion of the window ? Ifi t is going to be labeled, wi l l the labels st ickto the type of stock you have selected?Some labe ls and s tam ps w on ' t s t ick to asol id ink-cov ered su rface. I f it is going tobe personal ized by laser, impa ct p r inter orink jet , have you coordinated with the company performing that funct ion to be surethat you have met their cr i ter ia concerningsize, paper stock and posi t ion?


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Resp onse: Business Reply M a i l


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The business reply card (BRC) is the vehic le for , in sales 2 1terms, "as k ing fo r the order " o r "c los ingthe sale'. ' How strongly the copywriterstates that request depends on the products he's sel l ing and the audience towhom he's speaking. Visual ly , the BRC isan impor tan t a t ten t ion-ge t t ing dev ice ;o f ten there a re " invo lvem ent dev ices"to encourage cus tomer respo nsewe will cover these in a later chapter.

The business reply envelope (BRE), on the other hand,is pr imari ly a product ion concern; th isis a tact ical matter, not a strategic one .This is the workhorse that actual ly br ingsback the customer 's reply; i t shouldbe designed for ef f ic iency and ease ofresponse.

When your customer is not required to send in any informat ion that is conf ident ia l , l ike credi tin fo rma t ion , then a BRC is the most c os t -ef fect ive method of retr ieving the informa t i o n . The sel f -mai ler by Pickett &Assoc ia tes fo r the DHL Customs Pr imerhas a rea lly we l l -des igned response card .I t em phasizes th at the produ ct is f ree, hasa nice c lear area for the customer to f i l lout , and does double duty by picking upsome va luab le in fo rmat ion about the customer, as wel l . They have used a du l lcoated stock, which is easy to f i l l out withbal lpoint pen, and they made sure thatthe paper cal ipered .007, the minimum thatthe Post Off ice wi l l present ly accept forBusiness Reply Cards.

The return envelope designed for Bank of America's Apol loprogram (pictured on page 51) shows thatthe BRE can be design ed to f i t in with awhole cohesive package. I t is pr inted on acream vel lum and looks very c lassy, but i tmeets al l the format requirements. A return


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2 FIMandBarCode Requi rements forBusiness ReplyMai l

F IM bars mustbeW Vs ,/long. They m aybleed over theedge of theenvelope, butmust have amin imum of V 2 r/visib le o n theenvelope face,

Leave at leastV between theleft edge of theenvelope andthe address.

B ar Code area(%//x41/2//)must be keptclear of al lpr int ing otherthan the properly printedBar Code.

T he bot tom ofthe Bar Codemust be 1Ar/1 /w //from th ebottom of theenvelope.

The first bar inthe Bar Codemust be 4"max. to3 7/Q r/min. from theright edge of theenvelope.

Note: This is only a diagram ; check with your post off ice representat ive for the print ref lectance difference required between paper and print ing.


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envelope is a mus t if the customer i sre t u rn ing a ) con f i den t i a l i n fo rm a t i on ;b) chec ks; or c) a cred i t card num ber orbank accoun t num ber.

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be a t leasti n d e p t h , b u textend

deliv-l i ne

OCR

P r o d u c t i o n N o t e sFormats for correct B us iness Reply M ai l are p ic tured on the

oppos i t e page . The e l emen t s w i th w h i chyou shou l d be espec i a ll y conce rned a re :

1. The FIM Bars (Fac ing Iden t i fi cat ion M arks) . These are thevert i ca l bar code pat terns pr in ted on theupper r ight por t ion of the Business Replypiece. F IM B i s used on Business ReplyMail that does not carry the Zip + 4 barcode and FIM C ( i l lus t ra ted ) , i s usedon t ha t wh i ch does ca r ry t he Bar Code .

2. Bus i ness Rep ly Legen d . Th is sho u l d a l ways read " B us i nessReply M a i l " unless your mai l qual i f ies forthe lower card ra te . Cards m ust be rectangular , not greater than 4 1/4 " x 6 " no rsma l le r t han 3

1/2" x 5 ." Larger cards can bema i l ed , bu t mus t say " Bus i nes s R ep ly

M a i l " and pay the fu l l F i rs t C lass ra te .3. Z ip + 4 Bar Code. Locat ion and m akeup of the bar codes

sho uld fo l low the p osta l regu lat ions on thea c c o m p a n y in g d ia g r a m ( o p p o s it e ).

4 . The fo rma t cha r t on t hese pages shou l d be fo l lowed fo rre ference, but for updated in format ion,eve ry p rodu c t ion m anager shou l d sub sc r ibe t o the D omes t ic M a i l Ma nua l , wh i chcan be o rde red from t he Su per i n tenden t o fDocum en t s , Governmen t P r i n t ing O f fice ,W a s h i n g t o n , D.C., 2 0 4 0 2 - 9 3 7 1 .

Be sure when de s ign ing your package that there i s room onyour response dev ice for a l l the in format ion that you requ i re . I f your responsedevice or coupon is be ing mai led backin a B usiness Reply En velope, be surethat i t f i ts easi ly into the BRE wi t hou tbe i ng f o lded .


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Personal Touches: The L et t e r


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6

The length andsty le of let terc opy dependscomplete ly onyour produc tand offer . TheCit icorp Reinvestment let teris ful l of necessary information,whi le the HinesFar ley Yachtsletter is veryfr iendly andfamil iar.

H I N E S f F A R L E Y0 F F S H 0 R E \ L y ' Y A C H T S . , N C.

Now, many people tend to take a wait-and-see attitude whenthey hear about a new boat. Then again, there ar e some wh o liketo get the inside story early. So to give you a preview, we'veenclosed tw o drawings of the New Hines-Farley. We are alsoproviding you the opportunity to receive a package of keyinformation including:

t under 60 feet.

; f i n d i n p r o d u c t i o

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Any Company

Dear Citicorp Custêc ia fês tmen t

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It's called the Citicorp Stock Purchase and Divid

in the world. He'

approximately 10%measures of a corpNow you can purchaimportant investmerTo enro l l , simply

performance, with tSincerely,// / //M J 4/

/John S. Reed/"

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lank yoôr

n you , good f i sh in g ,/^^^ C^^y^S^Pete Farley /

Lso have th e Hull #3 (open flybridge) available;arly 1989 delivery and are currently developing a;-Farley in the 60 foot class.

The letter is, of course, the heart of any direct mai l package.This is the wri ter 's opportuni ty to speakdirect ly to the customer, in persona l te rms,about the offer and to spel l out the benefits of the product.

There has always been debate about the m eri ts of a lengthyletter as oppo sed to a short letter. In g e n eral , your offer is the key. Note thecont ras t ing copy approaches in the Citicorp Reinvestment letter featured in th ischapter and the letter for Hines FarleyYachts. The reinvestment letter explains afa ir ly complex f inancial procedure, whi leHines Far ley previews their upco m ingspor t f i sh ing boat in a famil iar way. Bothvisual ly and verbal ly , the approach is di f ferent, but they work equa l ly wel l .

P r o d u c t i o n N o t e sSince m ost let ters today are personal ized, they are no longer

a s imple product ion task. The greatestchal lenge for a direct response product ionmanager is to merely keep up with thechanges in the technologies of p e rs o n al izat ion. There are three ba sic types ofpersonal izat ion used in direct responselet ters: com puter impa ct, laser, and in kje t . There are var iat ions with in th ethree, and they each have very di f ferentrequ i rements .

Computer impact pr int ing was for years the most commonform of personal izat ion. The pr inter usedin impact pr int ing works on the same theory as a typewr i te rthere is a r ibbonwhich is struck by keys to form an impression on the paper. This printer is drivenby a computer tape which has been programm ed wi th the ind iv idua l nam es,addresses, and other personal izat ion va r i ables. This method is less expensive


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than laser pr int for long runs, and is st i l lused for th is reason. Letters that are goingto be impact personal ized must be of fsetp r in ted as a fan fo lded cont inuous fo rm .

is real ly the "s tate of the art " today.Some laser pr inters personal ize on a fan-fo lded cont inuous form, and others requiresheeted stock. There are advantages andd isadvantages to each m ethod; in g e n eral , the cont inuous form lasers run fasterfor large runs, but some sheetfed equipment can personal ize duplex (both s idesof the sheet) which is required for part icular form ats. On ei ther sheetfed orcont inuous fo rm i t i s poss ib le to " ro ta te"the font to achieve part icular personal izat ion go als. The other var iable to beconsidered in laser person al izat ion is theuse of a "ho t " laser vs . a "c o l d" laser ."Hot" laser equipment fuses the image tothe paper with heat whi le "cold" lasersuse freon to accom pl ish th is . The advantage of cold lasers is that they are able torun coated stock, as wel l as forms withlabels or fo i l s tamping, more easi lybecause there is no heat involved in theprocess. Because of the extreme heat,special w ax free inks are required onforms that wi l l be personal ized by mosthot lasers.

duc ing a complex fo rmat tha t is run ro l l -to-rol l on the press and p ersonal izedin- l ine. This is a dot matr ix process andin most cases, doesn't have as cr isp alook as laser p r int ing . I t is used very economical ly on catalog mai l order b lanksand catalog covers that are addressedon the bindery l ine. The process is a lsoused success fu l ly on snap-packs and

Impact

Laser

In k j e t


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S.D. Warren Com panyA Subsidiary of Scott Paper Company225 Franklin StreetB o s t o n , Massa chusetts 02110

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a response is, of course, the in i t ia l g oal ofdirect market ing. Even a "no" responsecan be valuable in terms of l is t a nalysisand customer prof i l ing. With th is in m i n d ,what are some e xci t ing ways to get therecipient involved enough to respond?This can be done, as we've discussed,through exci t ing teaser copy and headl ines , th rough "grab- 'em" graph ics , andeven more important ly, through a greatproduct and offer. To lift our responseeven further, we can use the subject ofth is chapter, the " involvem ent device'. '

begin with the product and i ts designatedtarget market. Involvement devicesaren't approp r iate to every aud ience; oneexample of their ef fect ive and highlyappropr iate use is a sel f -mai ler producedby Cohn & W el ls of San Francisco forPacific Bell. The object ive of the packagewas to persuade custom ers to cal l Paci f icBel l and s ign up for a special d isco untcal l ing plan. The cha llenge was to g rap hical ly i l lustrate to Pac Bel l customers,scattered al l over the state of C al i fornia,what c i t ies would fa l l wi th in their d iscount ca l l ing area. A peel-of f s t icker wasproduced (see i l lustrat ion) that the customer could pick up and lay over hishome town on the map, out l in ing theareas that could be cal led under the discount cal l ing plan. This i l lustrates thepoint to the customer, and i t solves a product ion di lemma by making i t possible topr int fewer versions. The customer outl ines the cal l ing area himself , accordingto agency pr incipal Brad Wel ls.

33

T he cus tomerpeels the c learsticker fromth e mai ler . . .

then lays thetarget from thest icker over h ishome town onthe map anddemonst ratesfor hims elf hispersonal "cal l ing area."


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4

F I N A LW h e n th eOrtho pac kageis c losed, th er eader sees th eugly grassthrough thewindow \

i f i l l( 11lZ :lLI '2-";. -~I 1 1 1 1

in f lower beds , ground covers and

W h e n he pul lsth e tab, th egrass is gone.. .an instant"produc tdemonst rat ion! "

K IL L S P E S K Y G R A S S E S -R O O T S A N D A L L !S A F E F O R A W I D E V A R I E T YO F O R N A M E N T A L P L A N T S .


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In th is AT&T"phonebooth"the dimens ionalpop-up plays of fthe tease r l ine"Find out wha t 'sbehind i t " andreveals the s torybehind thep h o n e .


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stronger and easier to peel off.ld the form be set up for the card? Ask your

forms pr inter and whoever is af f ix ing thecard to make up a template for you. Someequipment can af f ix cards two-up andsome can't ; some need rol l - to-rol l forappl icat ion on a col lator and others cantake a cont inuous form or sheet. As inany p roduct ion procedure, i t's best tomake a dummy of the card, carrier andanything else in the package including anenvelope of the same stock the y' l l bepr inted o n. This al lows everyone in theproduct ion process, f rom suppl ier toart director to client, to handle it andforesee any potent ia l problems ormis c o mmu n ic a t i o n s .

understand the methods of personal izat ion that w i l l work and how the cardshould be posi t ioned to make th is work.Plast ic cards have to be embossed withthe informat ion, and then appl ied to theform s. I f the forms are personal ized,some method of matching has to beworked out to p lace the r ight card on ther ight form.

lastly , on the sub ject of p e r f s . . . whether you're askingyour customer to pert out a smal l s tampor a large ca rd , you'l l need to test thestock in advance to be sure that it wil lhold the perf, and determine just the r ightnumber of teeth to the inch and the r ightconf igurat ion to hold the card snuglyth rough pr in t ing , burs t ing and fo ld ing ,but st i l l be easi ly perfed out by the cus tomer. It 's wise to allow time and moneyfor at least two tests on b lank stock .

ly, be sure the card w i l l f it in the cu stom ers ' wa l let ,rolodex, etc. once they perf it out.

You may c hoos eto vary the 6 teeth to the inchnumbe r of teethper inch in a 14 teeth to the inchperforat ion,depending upon Mic roper fthe weight o fth e stock, th eproduct ionprocesses , andthe end us e o fthe piece. Ingeneral , moreteeth to theinch mea ns afiner perf .

39

When t ippingon a paper card,confi rm theposi t ion of thecard on theform, an d besure to al low anon-varnishedarea on thecard forpersonal izat ion.


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2 The co lor p iece is the most g lamorous par t of a d i rectmai l package ; th is i s where the cu stomer actua l ly sees the product inact ion, in a ll it s glory. If the letterspel ls out the detai ls, then the colorpiece "sells the sizzle'. ' Generallyspea king, th is p iece is short on wordsand long on gorgeous v isuals .

Depending on the product , the color piece can be ass imple as a buck s l ip or as com plexas a 1 6-page sadd l e -s ti tched b ro chure. Once again, the product andthe audience determine the appropr i a te package des ign.

Pictured here is an e laborate and very beaut i fu l packagedesigned fo r Princess Cru ises.Because the cruises are expensive( they are ask ing the customer to com mit several thousand dol lars) theyhave very f i t t ingly chosen to portrayth e p ro d u c tc ru i s e s to the SouthPaci f ic and the Or ie n tin an e legantfashion. Note that al l of the pieces inthe package, inc lud ing the le t ter andouter en velope, are in ful l four colorprocess. The use of Japanesei l lus t ra t ions as a background, and th efan shape of the brochure, give thewhole package the sumptuous fee l ofa luxury cruise to exot ic places.

This package w as qui te expensive to produce , and theinser t ing of the odd-shaped p ieceswas a b i t of a product ion chal lenge.But ul t imately, the package servedi ts purpose wel l . It was m ai led toPrincess ' l is t of Cru isemasters , w hoare f requent , longt ime c ustome rs,and they rea l l y responded to i t . Thenumber of bookings ge nerated by thepiece def ini tely just i f ied the cost .

Cruise wia n d inem

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beautifiilall the world43

on her 'inaugural journeyto the enticing,glamorous Orient.

Choose the itinerarythat will bring youthe vacation of yourlifetime in 1987...on Princess.

Th i s P r i n c e s sC r u i s e s p a c k a g ep o r t r a y s t h e l o o k a n df e e l o f a l uxu r i o usc r u i s e t o t h e Orient.


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The color p iece in a mai l ing is often used for a premium or coupon offer. In a fo l low-u pm ai l ing to buyers of Po laroidImpulse cameras, br i l l iant color wasused to m ake the of fer of f ree en largeme nts and $1.00 of f on Polaroidf i lm. A "min i -ca ta log" o f Po la ro idaccessor ies is a lso included, withthe same great colors. The use ofcolor here is absolutely natural andnecessary, as they're s el l ing colorphotography.

One obvious use for color in a direct m ai l package is tohe lp the cus tomer unders tand wh atthe product looks l ike. The NikeMonitor 1000 is a di f f icul t product toexplain in words (al though their letter does a great job) but the colorphotography in the accom pany ingbroadside says i t a l l .

The First Edit ion Library uses color for im pact on theouter envelope as an incent ive toexplore the qual i ty books of feredinside. The broadside, i ts photography perfect ly propped withper iod accessor ies, makes themerchandise look i r resist ib le. "Theresponse to the mai l ing was overwhelming," says Meg Fidler of ClarkDirect. "The copy approach had atone that m ade the reader feel uniquein his appreciat ion of books andread ingpeop le apprec ia te tha t . "

P r o d u c t i o n N o t e sSince we are making the assumption that our readers

are famil iar with the product ion ofcol lateral mater ia ls, we won't need tocover much in the way of produ ct ionpit fa l ls . Color pr int ing lends i tsel f to

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The word " le t te rsho p" cou ld be de f ined as " the organ iza tion tha t 4 9prepares and assembles for mai l ing al l thema ter ia l in a promotional e f for t ." However, thatbroad def in i t ion has been extended even furtherto include, depending on the part icular lettershop: l is t select ion and maintenance;impact, laser, or ink jet personal izat ion; bursting , t r imming, fo ld ing , inser t ing ; sor t ing , ty ing ,bagg ing and del ivery to the Post Off ice. Somele tte rshops even purpor t to be " fu l l -serv ice"and offer creat ive services and pr int ing pressesunder one roof.

Some of the special formats that w i l l be discussed in Chapter 8can only be pr inted, personal ized and mai ledby a handful of supp l iers in the U.S., so wewo n't cover those in the let tershop chapter. Wedon't consider l is t select ion and databasemanagement, as incredibly important as theyare in today's m arketplace, to be a c lassic lettershop funct ion, so we won't cover those,either. What we will cover, as completely asposs ible, is wha t happe ns to each piece ofpaper in a m ai l ing package after i t's pr inted,and how i t may relate to future mai l ings andadver t is ing e f fo rts to fo rm a t rue " cam paig n . "

Our f i rst example is an extensive and art fu l ly produced campaignfor the introdu ct ion of Bank of America's Apo l loaccount. Appropr iately s ince th is is an upscaleproduct, the look of the package (see ph otograph next page) is extremely r ich andtaste fu l . "The em boss ing and fo il s tamping onboth outer envelopes and internal p ieces givesi t d ist inct ion and also provides cont inui tybetween the several sol ic i tat ion and fu l f i l lmentpackages." says Creat ive Director Mart in Cohn.

The purpose of the Apol lo campaign was to convince exist ingcredit card holders of Bank of America to t ryth is new account concept. An equal ly successful campaign for a total ly d i f ferent productwas the exci t ing Porsche poster campaign


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5 0 created by The Di rect Ma rket ing Agency.(See page 52) .

In order to capture the at tent ion of potent ial Porsche buyers, th eagency sent br ight red, g lossy tubes. Ins ide,rec ip ients found a poster of an "arrest me" re dPorsche 944 be ar ing the ir own name p ersonal ized on the l icense plate. The tube alsoinc luded a personal ized let ter and reply card ,requi r ing a four way ha nd-m atch between let ter ,reply card , l icense plate, and outside label .I t was hard to miss th is one. "Our ob ject i vewas to insp i re Porsche fan tas ies . . . and inv iterecipients to come in for a test drive," saidNancy Rogers of The Direct Market ing Agency,who added, " response has been t remendous.Everyone loves seeing their name ona Porsche."

Both of these c a mp a ig n s Ap o l l o with it s MICR-encodedchecks and Porsche wi th i ts com pl icatedmatch ing and specia l inser t ion needscreatedspecia l chal lenges for the i r le t tershops.These winn ing campaigns were produced successfu l l y because the i r product ion managersknew how to select the appropriate suppl iers forth e j ob .

P r o d u c t i o n N o t e sHow do you select a let tershop? In order to make a good decision,

the product ion m anager rea l ly has to go back tothe bas ics: what t ype of equipment w i l l berequired to handle the project your creat ive peop le have des igne d, and wh ich of the sourcesavai lab le to you have that eq uipment?

In select ing a l e t tershop, as i n select ing a printer, the receipt of anequipment l i s t is a necessi ty. Some t ime s i t's aneasy d e c i s i o n i f your carrier is a t ube , as in th ePorsche mai l ing, the let tershop you choose wi l lhave to of fer hand bindery services in order tohandle the project . So you sort through th eequipment l i s ts of t rusted su ppl iers to see who

Bank o f A m e r ic aPRESORTED

FIRST CLASS MAILUS. POSTAGE PAID 35c

BANK OF AMERICA

mBank o f A m e r i c a

Dear Cardmember:I am pleased to' welcome youbenefit of BankAmericard *innovative new account hasoffers you a substantial linrates, and the convenienceYour Apollo membership brinyour new credit line. Use tactivate your Account and tafeatures:

- A 13.5% Annual Percentathrough your DecemberA variable rate based o__ published -in Th e -Walrl6.95% will be in effecJanuary 1989 billing stthe enclosed materialdescription of Apollo f- No Annual Membership F- Higher credit. Apollo

amount of credit availaof America. It is alsadditional to - your Bcard account.- Convenient check access$350 up to you r ava- Low monthly minimumtake up to twice asaccounts to pay bacbalances.- Flexible payments,outstanding balancepayment or pay morelprepayment penalty.

Bank o f Amer i ca NT&SA


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Who wo uldn't love tosee their nam e onthe license plateo f a red Porsche?T he Direct Market ingAgency c reated th iswinning pos ter campaign.


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requested, and qual i ty co nt ro l requi rements. 57

P e r s o n a l i z a t i o ncovered a good deal of this in Ch apter 4, but let 's

review wh at has to be done to personal ize thelet ter prope rly. The letter forms shou ld preferablybe the f i rst m aterials d el ivered to the let tersho p. Ifthey are, then they can be personal ized, burst ,t r immed and folded whi le the other materials arebeing pr in ted. Let 's assume you 've done your job If you are pro-r ight and your suppl ier a l ready has a forms c hartf rom yo u. By the t ime they receive the form s, theyshould have received the tapes (along wi th alayout and du mp ) , and should have had t ime todo any programm ing necessary to produce aprint tape. They can set up now and provide a"proof of var iab les"a samp le le tter showingl ive name, address and any other program medvariables that you can proof for accuracy. Thereshould be a "proof o f var iab les" prov ided forevery version wi thin the mai l ing, or f rom everytape u sed , if there is more than one. This proofshould be checked careful ly, not just for typosand accuracy of the tape, but also for posi t ioning l ion, nameon the le t ter form and w indow p osi t ion.

probably best to do a let tershop check and bethere to pul l forms for qual i ty control throughoutthe run, but i f you can' t do that , you shouldrequest that the let tershop do i t for you and provide you wi th copies of the qual i ty control sheets.

they ' re run in cont inuous form) , and fo lded forinsert ion in the envelope wi th the other pieces.

I n s e r t i n gi ng your m ai l ing, you wi ll have taken in to co ns iderat ion the

cons t ra in ts o f mech anica l inser t ing e quipme nt . Ifyou've worked closely wi th your let tershop, youwi l l know what their parameters are. The main


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th is c lever

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When we speak of "spec ia l t ies ' ; we mean i tems thatare not a part of the classic m ai l ingpackage. There are of ten strategicreasons to use a format that is uniqueand ta i lored to your spec i f ic product .When this is the case, there are supp l iers that man ufacture on ly thesecustomized forms. In order to use themcost -ef f ic ient l y , thoug h, you shouldhave a large run, because these formsare usual l y pr in ted and perso nal ized in- l ine, and the make-readycosts are high. For the right product ,t hough , the rewards can be very highas wel l .

The sel f -ma i ler i l lustrated here was a cooperat ive pro mot ion for Oscar Mayer and the Uni tedStates Basebal l Federat ion; i t wasmai led to Moms to encourage them tosend in Oscar Mayer proof -o f -pur-chases which in turn ra ised money andbought e quipmen t for the i r k i ds ' sof t -bal l teams. "Since i t was a largema i l ing, the se l f -mai ler w i th envelopewas economica l and s imple to produce. The personal i zat ion was donethrough the d ie-cut w indow on thef ront , " says product ion managerChr is Michalek.

Graphic Innovat ions in Westchester County, New York,special izes in these unique direct mai lforma ts. An outgrowth of a bus inessf o rm , the "snap-pack" i s an in terest ingformat that is relat ively inexpensiveand seems to get a response becausei t has the look of an of f icial document.The snap-pa ck (see bot tom of page63) shows the use of a carbon t issueto personal ize only selected pieces ofthe package.

61


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The M arke tp lace: Catalogs


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The Cra te andBarre lcata logorganizesspreads byproduct use a n dcolor for a bookthat's bothbeautiful andeasy to use.

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67

A. The ultimate sandchair. The breathablewhite texlilenecoveri

extreme comfort and

R.Wrapupinthesa.i aha fl'fat the jxxjlinthese classic stnaed28 \W'm,p no 1eutfii rmvek Soft and

i . > i i 1

eoii. inu-rry' . r-iio'hsklcsaffordably priced,: : a-wh--.leianiily. Plea sespecif}' mage;.MI veil, iw with whitestripes.Or, not shown,a . U^ U^ S 3

thewhiienlumini i fold-sand chair. 19"xl3".#2444. $18.95 (S3.50).. e white enameled metal pole-I.IJ!> ntsa ibrella to provide > a

2 ) 1 ,1 .V-. mini bagforthe:the sand falls out at thebeachnot on v^iir floor.h shoulder' -a: : .' .;.. i Va."

G. I.um-hbnx/Tbennal Canteen H.Clamp-on Umbrella

A -

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beach chair or!literiesnotJt 39. S12. 95t$2.50i.

ing a cool drinkbv.33"tall.Setot"4.II. 15.95 (S2.75).at for outdoor m-ptcnics or poolside,mis rugged,all-whiteplastic cooler has handsome, high-gkes body;

handle, a reversible lidthat doubles as a set vinglardwtxxicut-H-.ritv#2440.$34.95.

G. Carry this fun, plastic- Tap. Inserti nts cool andax4Vi"\\' t42-!>(S2.75). Carry theseItalian ther-

shoulder to concerts,: res. or riding a :' -'-.'-. -I3.95> with 31 "Lmetal pole.

Phone Orders: R>r your1. ire 24 hoursplace yourorder, call Toll free1-800-323-5461.
http://jt39.s12.95/http://jt39.s12.95/http://jt39.s12.95/


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2 I l lust rat ions byMaur ice Sendakm a k e this FA. 0.Sc hwarz catalogespe cial ly fun tobrowse through.


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Bulk Rate A spec ial postage rate at tache d to Bulk Ma i l .Bundle Several pieces of ma i l t ied together at the let tersho p and

hand led by the Post Off ice as a single pieceunt i l the let ter carrier s orts them to walksequence.

Burst ing The process of separat ing cont inuous forms in to separate sheets by me chanica l l y b reak ing theperforations and removing p in feeds.

Cata log A book or bookle t showing merchand ise, w i th des cr ipt ive de ta i ls , pr i ces and order ing in form at ion.

Census Tract Sm al l geo graph ical area approved by theCensus Bureau, which co nta ins a po pulat ionsegment w i th re la t ive ly un i form e conomic andsocial characterist ics. I t has clearly def inedboundar ies averaging approx imate ly1 ,200 hou seholds.

heshi re Labels A p iece of paper conta in ing a name andaddress which is printed by a computer printerand prepared in a special format (usual ly 4across and 11 down) for placement on i n d i vidual pieces of mai l by a Cheshire machine.

losed-Face Package A personal ized mai l ing package that carr ies an address imprinted direct ly onto theenvelope rather than being seen through awindow or pr in ted on a label .

To assem ble individu al eleme nts of a mu l t iple part formin a part icular order; or, to assemble individualelements of a mai l ing in sequence for insert ing.

i led L is t Names and addresses der ived f rom d irector ies,newspapers, publ ic records, etc. to ident i fygroups of people w i th someth ing in commo n.For examp le, a new home buyer's l ist is a com piled l ist.

Letter Com puter-pr in ted message prov id ing person alized, f i l l - in informat ion f rom a source f i le inpre-des ignated pos i t ions.

puter Perso nal izat ion Print ing of let ters or other prom ot ional p ieces by a computer us ing nam es,addresses, spec ia l phrases, or o ther in form at ion based on data appea r ing in computer

records. The objec t ive is to use the data in thecomputer record to tai lor the message to a spec i fi c ind iv idu al .

Com puter Service Bureau An internal or external faci l i typroviding general or speci f ic data processingserv ices.

Con t inuous Form Form produced on a web press for the purpose of being fed through a computer, impact orlaser printer to al low insert ion of variable informa t io n . Such forms have p in feeds on each s ideand are perforated an d folded at regular interva ls.

Conversion (1) Process of cha ng ing f rom one method of dataprocess ing to another , synonymo us w i th re forma t t in g . (2) To secure speci f ic act ion such asa purchase f rom a name on a ma i l ing l ist or asa resul t of an inquiry.

Co-Op Ma i l ing A ma i l ing of two or more of fers include d in thesame envelope, w i th each par t i c ipant shar ingmai l ing cost .

C P I B Cost per inquiry.CPO Cost per order.CPM Cost per thousa nd.Coupon Part of an adv ert ising promot ion piece intended

to be f i l led in by the inqu irer or customer andreturned to the advert iser.

D igest S ize A "ha l f -s ize " cata logue, approx imate ly 51/2" by 81/2,"which i s pr in ted and bound two-up.

Direct Ma i l Any prom ot ional ef fort using the Postal Serviceor other di rect del ivery service for dist r ibut ionof an advert i s ing m essage.

Di rect Response Adv ert i s ing, through any med ium, des ignedto generate a response by any means thatis m easurable.

Drop Date m The date on which a d i rect mai l campaign is sche duled to be at the Post Office.

Dummy (1 ) A mo ck-up showing a preview of a pr in ted p iece,showing p lacement and nature of the m ater ia lto be printed. (2) A f ict i t ious name w ith amai lable address inserted into a mai l ing l istto check on usage of that l ist .

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82 The Handbook of D i rect Response was des igned by John Clevelandof Br ight & A ssocia tes, Santa M onica, Ca l iforn ia .

The text for this handbook was wri t ten by Cathy Cl i f ton of WCRSWest of San Francisco, Cal i fornia.

Bruce Donald and Bonnie El l ison of Brooster & Associates,San Franc isco, Cal i forn ia created the conceptand managed the market ing and product ionof th is book.

This Handbook sup ports the ph i losoph y of product ion par tnersh ipin the crea t ive/marke t ing process in the GraphicArts indust ry .

The Handbook of Direct Response was printed in four colorprocess p lus a matched co lor p lus spot g lossvarnish on Lustro Dul l 100 lb. and LustroGloss C over 100 lb.

The S.D. Warren Company would l ike to express their appreciat ionto the fo l lowing ind iv idu als and com panies:Acme Pr in t ing CompanyAdpakAgrewMoyer Sm i th , Inc .A lber t Kess ler & Com panyAme rican ExpressAmer ican In-L ineApri l Greiman, Inc.Arch i tectura l D igestBarbara C . T h o m a s o nBarbara Leven, Inc.BBKBenedic t Norbert Won g, Inc.Boyde Design & Market ingBrierly & PartnersBrookshore Li thoBuff ington & RizzoButler, Kosh & BrooksCampbe l l EwaldChapman, Stone & AdlerChar les Schw abChr is t iansen & Fr i t schChr is t ine HunterClark Market ing Direct , Inc.CN A Insurance CompanyC o h n & W e llsColumbia D i rect Marke t ing Corporat ionCom mun i ty Benef i ts Co rporat ionCoppola Communicat ions Company, Inc.Corporate Communicat ions GroupCosgrove& Assoc i a tesCRS Adve rt is ingDavid M. MeekerDean Powel l Advert isingDel l Computer Corporat ionDependable Direct , Inc.Design Vectors Market ing & Communicat ionsDesigners WestDiagram Design and Market ingDirect Ma rket ing Creat ive Gu i ld, New YorkDi rect Marke t ing So lut ions, Inc.D i rect Ma rket ing Associa tesDirect Market ing Agency, Inc.Doubleday Book ClubEastern Exclusives Inc.FA . O . SchwarzFabian & PartnersFEC/Serv ice Market ing


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Check the t i tle descript ion that m ost closely d escribes your posi t ion. Executive Managem ent (Z1) Purchasing Agent (17) Adve rtising Manager (12) n Accou nt E xecutive (Z8)n Prod uction/Traffic/Printing M anager (Z3) Sales Web Printing (ZF) Art Director (Z4) Sales Sheet fed printing (ZG) Artist (Z5) M arketing Manage r (Z9) Copyw riter (Z6) Estim ator (ZE)

D Com mu nicat ions Manager (ZA) Instructor (ZB) Photographer (ZC)a Other (ZD)

Check the one category w hich best d escribes your company. Indu strial or Consumer Advertising (01) Ma gazine Publisher (07)D Ad vertising Agency (02) Pu blication Printer (08) Designer or Design Group (03) Book Pub lisher (09) Direct M ail Service (04) Book M anufacturer (10) Direct M arketer (05) Sheet fed Printer (11) Catalog Printer (06) Web Printer (12)

nlnplant Printer (13) Quick Printer (15) School or U niversity (16) Other (17)

For add ition al copies of the Handbook of D irect Response Prod uction m ail in this card or contact you r local me rchant.(See listing on page 84.)Na me T i t l eC o m p a n y

Ad d re s sCity S ta te

Id e a Exc h a n g e Me mb e rs h ip Nu mb e rZ ip Ph o n e

Are you a member of The Idea E xchange? If you 'd l ike to be t ied into this nat ionwide product ion informa tion network, checkthe box at the left.D If you 'd l ike to place your best direct m ail packages in the Idea Exchange Library of Printed Ideas, check the box at the leftand someone from the Idea Exchange w i ll contact you. An exchange is a two-way street, and we'd love to hear from ou rmembers about great direct response ideas. eg

Check the t i tle descript ion that m ost closely d escribes your posi t ion. Executive Man agem ent (Z1) Purcha sing Agent (17) Adve rtising Manager (12) Accou nt Executive (Z8) Production/Traffic/Printing Manager (Z3) Sales Web Printing (ZF) Art Director (Z4) Sales Sheet fed printing (ZG) Artist (Z5) M arketing Manage r (Z9) Copyw riter (Z6) Estim ator (ZE)

Com mun icat ions Manager (ZA) Instructor (ZB) Photographer (ZC) Other (ZD)

Check the one ca tegory which best describes your company. Indus trial or Consumer Advertising (01) Magazine Publisher (07) Ad vertising Agency (02) Pu blication Printer (08) Designer or Design Group (03) Book Publisher (09) Direct M ail Service (04) Book M anufacturer (10) Direct M arketer (05) Sheet fed Printe r (11) Catalog Printer (06) Web Printer (12)

nlnplant Printer (13) Quick Printer (15) School or U niversity (16) Other (17)

For add itional cop ies of the Handbook of D irect Response Product ion ma i l in this card or contact your local merchant.(See listing on page 84.)Na me T i t l eC o m p a n yAd d re s sCity S ta te

I d ea E x c h a n g e M e m b e r s h ip N u m b e rZ ip Ph o n e

Are you a member of The Idea E xchange? If yo u'd l ike to be t ied into this nat ionw ide product ion informa tion network, checkthe box a t the left. If you'd l ike to place your best direct m ail packages in the Idea Exchange Library of Printed Ideas , check the box at the leftand someone from the Idea Exchange w i ll contact you. An exchange is a two-way street, and w e'd love to hear from ou rmembers about great direct response ideas.

oo


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SD Warren Handbook of Direct Response Production

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Transcript of SD Warren Handbook of Direct Response Production