1. Give Russian equivalents of the follow word combinations:

to create a direct mail campaign

to catch one's attention

"junk mail"

see-and-say visuals

to use bold type with italics

to use all caps (capital letters)

to use multiple exclamation points

to involve and activate the brain

to entice the audience

to complete a story in one's minds

to accurately communicate one's message

a mail piece

to attain trust quickly

"the same styles at the best prices"

to create a trustworthy message

to set expectations

to sell at bulk rates or discounted

supporting colors

to use a color as a field

on a colored background

a sense of familiarity

to consider the type of postage for

to print postage directly on the mail pieces

Read through the text to prove that:

1. ...it is important to develop a visual sense for what works and what doesn't.

2. ...there are some cliched visual cues of junk mail.

3. ...see-and-say graphics should be avoided.

4. ...if compelled by a good headline and provoking imagery, a potential customer will want more information immediately.

5. ...you should use what you know.

6. ...telling the truth is not weakness.

7. ...if you ask and you shall receive.

8. ...you should think carefully about your product and your message before making a decision about the medium.

9. ...when it comes to color, more is not necessarily better.

10. ...there are a lot of options for personalizing a direct mail piece.

Mark the following statements true or false.

1. The body copy of your ad is the most powerful selling tool.

2. Use unusual words that are not easy to understand, but that attract readers' attention.

3. "Junk mail" has a unique style.

4. When writing a copy, include as little information as you can in sentences.

5. People are not much more skeptical these days.

6. Include essential information right on the mail piece.

7. Consider demographics like gender, age, income, climate, leisure activities and more when deciding where to mail each piece.

8. Postcards are not an effective medium for most products today, direct mail is more appropriate when crafted as a letter.

9. Humor can also play a great part in visual stories.

10. Ask, suggest and entice your audience to respond to your piece, make the information accessible, easy to read and effective.

11. When it comes to color, more is better.

12. When it comes to personalizing a direct mail piece, there are rather few options.

Answer the following questions:

a) 1. In what way can you develop a visual sense for what works and what doesn't in direct mail advertising?

2. What is wrong with the see-and-say graphics?

3. Why is it important to include essential information right on the mail piece?

4. What kind of demographics is it important to consider when deciding where to mail each piece?

5. Do you agree that exposing your weaknesses makes your strengths seem even greater, and creates a sense of honesty and trust.

b) Now think of the questions of your own to the rest of the text.