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Article: Hot spots. (direct mail)(Cover Story)
- Article from:
- Target Marketing
- Article date:
- August 1, 1995
- Author:
CopyrightCOPYRIGHT 1995 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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WHAT ARE THEY AND WHY ARE THEY SO IMPORTANT TO DIRECT MAIL CREATIVE?
Understanding direct mail hot spots is simple. All you have to do is apply common sense and what you already know about human nature.
We all have experience with hot spots. It starts when you're in the fourth grade and assigned a chapter in geography you don't want to read... even though you know you have a test coming up. What do you do?
You use the hot spots to pick out key points.
Your eye automatically goes to chapter headlines, subheadlines, terms in bold face type, charts, graphs, maps, and captions under photos. In less time than it takes to read the chapter, you've got ...