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4.09
Color Palette: Color Stock
As white space is a key element in our brand expression, the selection
of white stock for letterhead and other DM components is an important
consideration. DR marketers have extensive fl exibility to select white
stocks with budgeting and printing processes in mind.
At times, direct marketers may wish to create a diff erent tone or
impression when developing elegant invitation style creative executions.
In these instances, marketers may use a variety of weight and textured
stocks within the range of white stock. Selection of off -white and other
color-toned stocks (e.g., pastels) is discouraged and white stock should
be used as the default for printed communications.
In-Market Testing
In select test markets where color toned stock has potential to infl uence
the impression of the communication, the use of cream-toned or silver/
grey toned stock is appropriate in small test quantities where results of
the isolated variable can be compared.
Preferred stock color.
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Exclusive Off er
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to
$25,000
†
and a variable APR as low as 7.99%.
†
Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
Yes, it's convenient ― there are no lengthy application forms to fi ll out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it's fl exible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest fl exibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it's up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this off er is no longer valid.
**,
w
,
†
Please see the reverse side for important conditions to this off er.
Direct Response Communications
Direct Response Communications
Version 2.0
Page 44
Cream color letter stocks are discouraged.
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Exclusive Off er
Dear Mr. Sample;
• No annual fee
Introducing a smart fi nancial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
• You can get out
of debt in as little
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to
$25,000
†
and a variable APR as low as 7.99%.
as 36 months
to consolidate your bills and be out of debt in as little as 36 months.
• APR as low as 7.99%
†
Yes, it's convenient ― there are no lengthy application forms to fi ll out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
• Credit lines
up to $25,000
†
Yes, it's fl exible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
• No prepayment
Of course, the greatest fl exibility is in what you choose to do with your funds. Consolidate
penalty
your debt, take a vacation, or cover unexpected expenses...it's up to you. And, as you pay
down your account, additional funds are available for your future needs.
• Use your account
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up to you!
for anything
you want
Sincerely,
• Funds can be
deposited directly
Scott Young
into your checking
Vice President, Personal Finance
GE Money Bank
account
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this off er is no longer valid.
**,
w
,
†
Please see the reverse side for important conditions to this off er.
Color-toned stocks are discouraged.
• No annual fee
• You can get out
of debt in as little
†
Use your line for anything you want...even
as 36 months
• APR as low as 7.99%
†
• Credit lines
up to $25,000
†
• No prepayment
penalty
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Exclusive Off er
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to
$25,000
†
and a variable APR as low as 7.99%.
†
Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
Yes, it's convenient ― there are no lengthy application forms to fi ll out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it's fl exible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest fl exibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it's up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this off er is no longer valid.
**,
w
,
†
Please see the reverse side for important conditions to this off er.
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%
†
• Credit lines
up to $25,000
†
• No prepayment
penalty
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
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