5.10 Typography: Direct Response Options The most important consideration in a direct response communication is a prominent call to action, typically a telephone number, a URL, or sometimes both. This page demonstrates examples of typical direct response advertisements; note that both telephone and URL contacts are given, which is acceptable. Response/Call to Action/Contact Information When including contact information with the primary message, set type in GE Inspira Bold, in the same point size as the headline. Main Information Set the main information of the advertisement in a smaller text size, but one that is larger than the regular body copy. Example 1 Example 2 Example 3 Call to action starts the body copy. It is twice the size Call to action is a separate line after the body copy. Call to action is after the headline and half the of the body copy, GE Inspira Regular. Type size matches body copy, GE Inspira Bold. point size of the headline size, GE Inspira Bold. GE Money GE Money GE Money money now money now money now Get the money you need now. Loans Call 800 123 4567 from $500 to $12,000* with fast Call 800 123 4567 approvals in usually less than a day. Get the money you need now. Loans for more information. Drop by one of our branches today. from $500 to $12,000* with fast Call 800 123 4567 approvals in usually less than a day. Get the money you need now. Loans from Drop by one of our branches today. $500 to $12,000* with fast approvals in www.gemoney.com usually less than a day. Drop by one of www.gemoney.com our branches today. www.gemoney.com imagination at work imagination at work imagination at work *Approved applicants only. Conditions, fees and charges apply. *Approved applicants only. Conditions, fees and charges apply. *Approved applicants only. Conditions, fees and charges apply. Credit provided by GE Finance and Insurance a trading name Credit provided by GE Finance and Insurance a trading name Credit provided by GE Finance and Insurance a trading name of Avco Financial Services Limited (ABN 54 008 443 810). of Avco Financial Services Limited (ABN 54 008 443 810). of Avco Financial Services Limited (ABN 54 008 443 810). B2B Print Advertising Version 1.0