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8.01
DM Components: Introduction
Every component of a DR package has a
role to play in driving response. Therefore
it's important to ensure you have fl exibility
in the guidelines for each component.
At the same time, the combination of
components, when viewed by the target
prospect or customer, is an opportunity to
create a GE branded "experience".
This section focuses on applying guidelines
in imagery, design and typography to
unique and specialized DR package
components, from envelopes to enrollment
forms.
Direct Response Communications
Version 2.0
Page 67
imagination at work
GE Money
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
Get a loan from the
comfort of your home
Dear Mr. Smith,
Getting a loan can mean lining up, fi lling out forms and waiting days for a decision.
Not with GE Money.
We do the hard work for you ― and you don't have to leave the comfort of your home.
So if you've been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it's easier than you think with a personal loan from GE Money.
Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it's easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.
Three ways to apply ― by phone, online or mail back the
enclosed application.
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we've paid the postage for you).
Sincerely,
Sara Brown
Manager, GE Money
P.S. This low 7.99% APR off er is
extended to you until March 31
st
so please consider this off er soon.
imagination at work
You are
pre-approved
APR
7.99%
one of our lowest
―
rates ever
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