Personalized and Database Printing: The Complete Guide

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This unique book covers all aspects of direct marketing and on-demand publishing utilizing personalized and database printing. It covers the history, technology and methodologies for reproduction via variable and dynamic printing. It evaluates the major programs for effecting personalized printing and describes their operation, often step-by-step. It includes detailed information to aid design and production professionals as the comprehensive source for information on this ...
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More About This Book

Overview

This unique book covers all aspects of direct marketing and on-demand publishing utilizing personalized and database printing. It covers the history, technology and methodologies for reproduction via variable and dynamic printing. It evaluates the major programs for effecting personalized printing and describes their operation, often step-by-step. It includes detailed information to aid design and production professionals as the comprehensive source for information on this important subject.
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Product Details

  • ISBN-13: 9780941845243
  • Publisher: Micro Publishing Press, Inc.
  • Publication date: 12/28/1999
  • Pages: 308
  • Product dimensions: 6.03 (w) x 8.95 (h) x 0.66 (d)

Table of Contents

1 Direct Marketing and Dynamic Printing 1
The market of one 2
The market called "you" 4
Direct marketing 5
Direct mail 6
What can you do with direct mail? 8
The first thing on your list is your list 9
Lists become databases 10
The art of art and copy 12
How to make an offer they can't refuse 13
Engender action 15
The hook 15
Contests 17
Layout for direct response 17
Measuring results 17
A goldmine of data 18
Mail is a trusted medium 19
Calculate the break-even point 20
Testing is the key 21
Focus groups 22
Database marketing 22
List brokers 22
List exchanges 23
Postal mechanics 23
What's in it for me? 24
Elements of good copy 24
Keep copy simple and easy to understand 25
Make effective use of headlines 25
Tell your customer how to respond 27
Business reply mail 27
Legal stuff 29
Envelope strategies 29
Personalizing direct mailings 30
Personalization works 30
Paper 32
Inserts 32
Co-op advertising 37
Dealing with the USPS 39
Lettershops 39
What kind of work is applicable for direct marketing? 41
Glossary 49
2 Digital Printing is Dynamic Printing 51
Digital printing 58
Print, the final frontier 59
Run length vs. reproduction approach 60
Non-impact printing 60
Electrophotography 64
Color copiers 67
Laser printer, black-and-white 69
Laser printer, color 72
Copier, black-and-white 73
Toner-based printin 75
New digital color systems 81
Ion deposition 114
Continuous ink jet printing 118
Copies, Pages, Sheets & Images Per Minute 121
Digital color printing: too early or on time? 124
The concept of digital color coverage 128
3 Database Basics 129
Data 130
Types of database 131
What do we do with databases? 136
Designing and building a database with Filemaker Pro 137
Advanced searching techniques 144
After the database, what? 145
Glossary 147
4 Tips for Dynamic Printing 149
1. Understand why a personalized page sells for more 149
2. Learn to maximize the "VDP value added" 150
3. Use your data to "make it easy to say Yes" 151
4. "You may already be a winner:" personalization for dummies 151
5. But there's still reason to start with the "for dummies" version 151
6. Start with the mailing list 152
7. Personalize the outside, not just the inside 152
8. Watch out for bindery spoilage 151
9. Pre-print the static parts of the page, if you can 152
10. Clean up the data 153
Generalized workflow 153
5 Applying Dynamic Printing 155
How to succeed in database marketing 156
Caveats 168
Quick facts 169
6 Variable Data Printing Programs 171
Challenges and barriers created by variable printing 172
What is CIP3 178
Overview of variable-data applications 180
Building pages 181
Scitex Darwin 187
Agfa Personalizer X 2.0 198
Focus Gold by Vision's Edge 204
Meadows Information Systems (MIS) DataMerge Pro 214
Atlas Software BV Printshop Mail/Xeikon Private-I 223
Digital Works' Digital VIP 234
Other variable solutions not profiled 244
Xerox VIPP 244
EFI's Fiery FreeForm 246
Indigo Yours Truly 248
Bitstream PageFlex 250
Barco Graphics VIP Designer 251
Varis Corp. VariScript 255
PDF and variable printing 258
What to look for in a variable printing application 261
7 Variable Printing Design Considerations 265
Variable data coverage 266
Substrate Issues 267
"Stripping" issues 270
Text reflow 272
8 Production and Workflow Considerations 275
Sizing images in Photoshop 278
Scanning, color correction and color conversion 279
Color management 284
Common document problems to watch out for 285
Check the text 288
A general workflow for variable printing 288
Proofing 290
The variable printing shopping list 290
Future workflow solutions 294
A PDF-based workflow 294
Summary 296
Afterword 297
References 299
Index 301
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