GE Brand Expression Guidelines, Direct Response

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Direct Response Communications
Version 2.0
Page 51
**,
w
, † Please see the reverse side for important conditions to this 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this off er is no longer valid.
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
No annual fee
Funds can be deposited
directly into your
checking account
APR as low as
7.99% †
You can get out
of debt in as little
as 36 months
Credit lines
up to $25,000
†
Use your account
for anything
you want
P
P
P
GE Money
5.05 Typography: General Use
In-Market Testing
It is understood that at times there is a desire to use alternate
fonts in select DR communications, and direct marketers may
wish for further fl exibility beyond the Inspira font style to draw
attention to important call-to-action messages or to highlight
important brand, product or service benefi ts.
Direct marketers are encouraged to perform further comparative
testing. It is requested that testing be limited to handwritten
fonts on, or within, DR components to stimulate call-to-action
and response in selected test markets.
Testing of alternate fonts is limited to handwritten fonts only. GE
marketers should avoid indiscriminate use of any alternate fonts
in all direct communications.
In-market test of a handwritten font as a personalized message in the post script.