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In one section, Meisner offers his rules for direct marketing design. They include the following:
• Make the copy easy to read.
• Start with the response area and design around it, so it is immediately obvious what action recipients must take.
• Unlike most advertising, art is subordinate to copy in direct marketing, so adhere to a 75 percent copy, 25 percent graphics guideline.
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- People:
- Chet Meisner
- Places:
- Chicago
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