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Direct Response Brand Expression Guidelines Version 2.0 (December 21, 2006) 1.0

The GE Brand Introduction Brand Architecture

2.0

Monogram

3.0

Tagline

4.0

Color Palette

5.0

Typography

6.0

Imagery

7.0

Tone of Voice

8.0

Direct Marketing Components Envelopes Letters/Letterhead Forms Brochures, Postcards and Inserts Dimensional Mail Electronic Direct Response

9.0

Grids


The GE Brand

GE plays a vital role in our modern world, making extraordinary ideas a natural part of everyday life. The GE Brand reflects that role as it represents the flexibility, optimism and can-do attitude of the people who fulfill it. Brand attributes and character GE is: Contemporary Innovative Dynamic Leader Trusted Dependable Approachable Global Our brand is the symbol of our heritage, and of the quality and trust we have delivered for more than 126 years. To our customers, it embodies our commitment to anticipate and meet their changing needs. To our organization, it represents the imagination we use to address those needs in a manner that reflects our values. We created these guidelines to ensure that we always remain true to our brand, and the people, products and services it represents. Direct Response Communications Version 2.0 Page 2


Introduction to Direct Response

At GE, direct response marketing has a two-fold challenge ― you have to generate, retain and grow customers, as well as deliver a branded experience that makes the GE Brand more personal and relevant in one-to-one communications. The GE Brand provides DR marketers with a simple, unique style that can be used to make mail stand out among the competition. As recognition and positive perception of the GE Brand grows among B2C and B2B targets, leveraging the revitalized image of GE in DR can support improved response results. These brand expression guidelines have been customized to address unique components of direct response, from sidebars on letterhead to the use of color on envelopes. They also provide exibility and breadth of options in how you apply guidelines for the brand essentials in DR, including the Monogram, brand architecture, tagline, color palette, typography, imagery, tone of voice and grid system. The graphic examples presented throughout this document are conceptual to support rationale of speciďŹ c guidelines and are not necessarily live in-market pieces.

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Introduction to Direct Response (continued)

Strong and relevant direct response practices are a necessary driver in creating and maintaining a closer personalized relationship with our customers. It is recognized that what works today with one segment, may not work tomorrow as preferences change. To identify the best balance of certain brand guidelines and response driving techniques for ongoing communications, GE encourages marketers to continue to test the effectiveness of direct response techniques. With the goal of maintaining business results and cost efficiencies, tests should be carried out in the smallest, statistically valid quantities that can measure the impact of variations of creative brand elements against the current GE Direct Response Guidelines.

GE Energy Mr. John Smith V.P. ABC Company 123 Any Street Anytown, NY 10000

Refreshing ideas to save you time and money. Dear Mr. Smith, Energy Solutions by GE provides temporary water chilling and air conditioning rental solutions to help you meet your seasonal challenges. It may be worth 15 minutes of your time to contact GE if any of these situations sound familiar: • • •

You’ve outgrown your process cooling capacity. You need supplemental comfort cooling due to expansion or change in process. Production capacity limitations are delaying a new product release.

Cooling solutions from GE can put control back in your hands. Please take a few minutes to look through the enclosed materials and then contact us to learn how we can customize a solution to save you time and money. Sincerely

Bob Newton, Sales Manager Energy Solutions by GE P.S. You can contact a GE representative at 1-877-555-5555 or visit gepower.com/rentals.

Direct response communications leverage the simplicity and unique characteristics of the GE Brand while also using proven response driving techniques. Direct Response Communications Version 2.0 Page 4

imagination at work


Introduction to Direct Response (continued)

As our Businesses continue to engage in testing practices, Corporate would like to understand results that have potential for scalability across all our DR marketing groups. Please forward test results that prove positive and corresponding testing plans or business cases to brand.ideas@ge.com. This will help to understand the elasticity of our Brand in DR and how to continue to provide our DR marketers with updated guidelines and tools to remain competitive. For any brand guidelines not included here, please refer to B2C/B2B Print Advertising, Online or Literature Guidelines. For speciďŹ c questions regarding these guidelines, contact your Brand or Marketing Communications Manager, the Brand team at brand.questions@ge.com or visit www.ge.com/brand.

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1.0 Brand Architecture 1.01 1.02 1.03 1.04 1.05 1.06 1.07 1.08 1.09

Overview GE Brand and Markets GE Businesses GE Solution Platforms Understanding the Architecture Lock-up for Levels 1, 2 and 3 Proper Use Improper Use Review

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1.01

Brand Architecture: Overview

We have evolved the way we do business. We have moved toward a more fluid, broad-based offer designed with our customers in mind. The brand architecture is designed to accommodate this shift. DR marketers will have opportunities to convey and promote Solution Platforms or products within the architecture. It is simple, flexible and focuses on making GE easier for the outside world to understand.

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1.02 Brand Architecture: GE Brand and Markets Our brand architecture organizes our Markets in a way that defines our key offerings, communicates the breadth and depth of GE to our primary audiences, and clarifies how these offerings meet their respective needs. Accordingly, we have reorganized all of our activities into six major Markets and our overarching communications goal is to reinforce our offer: we are a singular, global company providing diverse technology, media and financial services. In our brand architecture, GE is the dominant brand. Markets, Businesses and Solution Platforms have names that describe their function. Note Of our six Markets, only five may use the GE Brand. Do not use any other brand architecture component, sub-business, organization, brand or product name with the GE Brand. Rare exceptions exist and must have Corporate approval.* This section describes the architecture that reflects the structure of our organization. It also illustrates how to use that structure properly across a range of Corporate and marketing communications media. There are four levels of the GE brand architecture. They work together to clearly communicate the GE Brand, Business, and offer to the customer. Level 1 is the GE Brand itself. “GE” must appear in every GE branded application and communication. Level 2 defines the specific Market providing the communication or offer. The use of the Market name is optional and should be confirmed with your marketing leader.

* It is acceptable to use GE Money in markets where GE Money has already been launched.

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GE Commercial Finance GE Consumer Finance* GE Healthcare GE Industrial GE Infrastructure NBC Universal


1.03 Brand Architecture: GE Businesses Level 3 states the specific Business within the Market. Of the 5 Markets that may use the GE Brand, this level consists of one of GE’s 29 business entities as listed here under the appropriate GE Markets. Use of the Business name is optional and should be confirmed with your business leader. It is acceptable to use both the Market name and the Business name together. Business names always appear in English. Do not translate a Business name into a local language.

GE Commercial Finance

Capital Solutions Corporate Financial Services Healthcare Financial Services Insurance Solutions Real Estate

GE Consumer Finance Americas Asia Australia Europe

GE Healthcare

Biosciences Technologies Diagnostic Imaging Clinical Systems Information Technology Services

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GE Industrial

Advanced Materials Consumer & Industrial Equipment Services Fanuc Inspection Technologies Plastics Security Sensing

GE Infrastructure

Aviation Commercial Aviation Services Energy Energy Financial Services Oil & Gas Transportation Water & Process Technologies


1.04 Brand Architecture: GE Solution Platforms Level 4 contains the Solution Platform. The Solution Platform is the “offer” to the customer. Solution Platforms are optional and may be translated into local languages. Listed here and on the next page are the 120+ Solution Platforms associated with GE Markets and Businesses from Sections 1.02 and 1.03. Note This is subject to change. Check Brand Central for updates.

GE Commercial Finance Capital Solutions Fleet Services Commercial Distribution Finance Transportation Finance Corporate Aircraft Intermediary Funding Business Financing Solutions Public Finance Global Electronics Solutions Technology Finance Franchise Finance Federal Finance North America Leasing Dealer Financial Services Xerox Capital Services Asia Mexico & Latin America Europe Canada Access Distribution Corporate Financial Services Global Media & Communications Technology Lending Telecom Solutions Telecom Lending Media Solutions Media Lending Technology Solutions Entertainment Solutions Entertainment Lending TMT&E Solutions TMT&E Lending Global Sponsor Finance Commercial & Industrial Finance Food, Beverage & Agriculture Solutions Automotive Solutions Transportation Solutions Construction Solutions Aerospace & Defense Solutions Chemicals Solutions Steels, Metals & Mining Solutions Intellectual Asset Management (IAM) Solutions Paper, Packaging & Forest Solutions

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Sports & Entertainment Solutions Corporate Lending Restructuring Finance Retail Finance Metals Finance Transportation Funding Bank Loans Distressed Debt Capital Markets Trade Payables Trade Services Trade Distribution Solutions EUROPE Working Capital Solutions Leveraged Finance Factofrance Business Finance Healthcare Financial Services Life Science Finance HPSC Insurance Solutions Mobile Solutions Real Estate Business Property North America Debt North America Equity Investments Specialized Industries Business Property REGIONS Europe, Asia Pacific, Canada, Mexico, United Kingdom, France, Sweden, Germany, Italy, Central Europe, Iberia Region, Nordic Region, Spain, Japan, Korea, Australia, New Zealand, India

GE Consumer Finance Americas Asia Australia Europe

GE Healthcare Biosciences/Technologies Diagnostic Imaging Clinical Systems Information Technology Services


1.04 Brand Architecture: GE Solution Platforms (continued) Listed here and on the previous page are the 120+ Solution Platforms associated with GE Markets and Businesses from Sections 1.02 and 1.03.

GE Industrial

GE Infrastructure

Advanced Materials Silicones Quartz Ceramics Quartz & Ceramics Sealants & Adhesives

Aviation Aviation

Consumer & Industrial Appliances Lighting (Consumer) Lighting (C&I) Electrical Distribution Motors Supply Multilin Power Controls Large Motors & Generators Motors & Controls Commercial & Industrial Lighting Equipment Services Asset Intelligence Trailer Fleet Services Modular Space Rail Services TIP Trailer Services TLS Vehicle Rental Plant Hire Penske Truck Leasing GE SeaCo Fanuc GE Fanuc Automation Inspection Technologies Plastics Resins Specialty Film & Sheet Automotive Polymershapes Security Networked Solutions Engineered Systems Homeland Protection Sensing Direct Response Communications Version 2.0 Page 11

Commercial Aviation Services Transportation Finance Energy Gas Turbine Steam Turbine Generators Hydro Aero Nuclear Cleaner Coal Wind Solar Technologies Power Generation Rentals Environmental Services Optimization & Control Transmission & Distribution Services Energy Financial Services Oil & Gas Units Global Services Pipeline Solutions Turbo Compression Plant Integration Plant Equipment Transportation Locomotive Parts & Services Global Signaling Advanced Communication Systems Rail Solutions Mining Drilling Wind Water & Process Technologies


1.05 Brand Architecture: Understanding the Architecture There are four levels of the GE Brand architecture. They work together to communicate clearly the GE Brand, Business, and offer to the customer.

Level 1 Brand

Level 1 Level 1 is the GE Brand itself. “GE” must appear in every GE branded application and communication. Level 2 Level 2 defines the specific Market providing the communication or offer. The use of the Market name is optional and should be confirmed with your marketing leader. Please refer to the listing of GE’s Markets in Section 1.02. Note There are only 5 Markets that may use the GE Brand. Do not use any other brand architecture component, sub-business, organization, brand or product name with the GE Brand. Rare exceptions do exist but Corporate approval is required. Market names always appear in English. Do not translate a Market name into a local language. Level 3 Level 3 states the specific Business within the Market. This level consists of one of GE’s 29 Business entities as listed in Section 1.03. Use of the Business name is optional and should be confirmed with your Business leader. It is acceptable to use both the Market name and the Business name together.

Level 3 Business

Level 2 Market

GE Commercial Finance Corporate Financial Services

Change. Can you handle it? Global Sponsor Finance knows that for you and your customers, change is an everyday event. We focus on being flexible and fast to respond to your needs with our 7,500 professionals in over 30 countries around the world. We may not be able to predict change but we can certainly handle it.

Business names always appear in English. Do not translate a Business name into a local language. Level 4 Level 4 contains the Solution Platform and/or elements that describe, define, or illustrate the Solution Platform, product, technology, key account or geographic region. The Solution Platform is the offer to the customer. Solution Platforms and elements are optional and may be translated into local languages. Level 4 can be used whenever a Market and/or Business name is present. Elements can be introduced only when a Solution Platform is being communicated. In direct response efforts sometimes sub-businesses, sub-brands or product solutions must be prominently positioned as the leading brand to maintain or drive results. See next page for guidelines on conveying sub-businesses, sub-brands and other product solutions within the Level 4 architecture for DR communications. Direct Response Communications Version 2.0 Page 12

Level 4 Solution Platform

imagination at work


1.05

Brand Architecture: Understanding the Architecture (continued) In the past, many Businesses have promoted and sold their Solution Platforms as part of the GE Brand architecture, e.g., “GE Perfect Getaways” or “GE Polymershapes”. Under our new brand architecture, these names must be conveyed in Level 4 without the lock-up to “GE”. However, it is known that DR marketers must balance acknowledgement and growth of the primary GE Brand with existing sales targets and expected results from sub-businesses, sub-brands or product solutions already known to customers. Therefore, on the front side of direct response applications, you have the flexibility of promoting the sub-business, sub-brand or Solution Platform at the Level 4 architecture level without the traditional architecture lock-up. This should be done along with elements that further describe or illustrate the offer in an inspirational and contemporary way. Sub-businesses, sub-brands or Solution Platforms are always “brought to you by GE” or “by GE” and should always be communicated as such to ensure the target can associate GE to the offer. Under these circumstances, the proper brand architecture must then be displayed appropriately on the back side of the component.

Use of old brand architecture guidelines.

New Level 4 brand architecture creatively conveys the Solution Platform. GE brand architecture lock-up is moved to the back side of the piece.

GE Plastics Polymershapes

Sky Light Polymershapes by GE

skylights imagination at work

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tough virtually unbreakable

made with

Lexan*

polycarbonate www.gelexan.com * Trademark of General Electric Company

imagination at work


1.06 Brand Architecture: Lock-up for Levels 1, 2 and 3 Our brand architecture organizes our Markets in a way that defines our key offerings, communicates the breadth and depth of GE to our primary audiences, and clarifies how these offerings meet their respective needs. Level 1 is the GE Brand itself. “GE” must appear in every GE branded application and communication. Level 1 must accompany Level 2 (Market) and/or Level 3 (Business) in all instances. Note Level 1 is never represented by “GE” alone. “GE” must be used with Levels 2 and/or 3 of the brand architecture, or as part of the “GE” + Monogram lock-up. Please see Section 2.03 Low Brand Awareness Markets for usage guides of the “GE” + Monogram lock-up. Level 2 is the Market Level, and defines the specific Market providing the communication or offer. The Market Level is optional, and can be used with or without the Business Level. Level 3 is the Business Level, and states the specific Business within the Market. The Business Level is optional, and can be used with or without the Market Level. Level 4 is the Solution Platform. The Solution Platform is the “offer” to the customer. The Solution Platform is never used as part of the lock-up with Levels 1, 2 or 3. Note Levels 2, 3 and 4 are optional however, Level 2 may not be interchanged with Level 3 or Level 4. Level 3 may not be interchanged with Level 4 and vice versa.

Level 1 Brand

Level 2 Market

GE Market Level 1 Brand

Level 2 Market

GE Market Business Level 3 Business

Level 1 Brand

GE Business Level 3 Business Direct Response Communications Version 2.0 Page 14


1.07 Brand Architecture: Proper Use The brand architecture components appear in a fixed size and position relationship to each other, and this relationship does not change. All elements align flush left

Position In most instances, position the components of Levels 1, 2 and 3 of the brand architecture in the upper left corner of the particular application. Stationery design is an exception to this rule. Please refer to Section 2.02 Monogram and Architecture for additional information.

Prints 50% tint

GE Market Business

Prints 100%

Clear Space Leave sufficient clear space around all text to enhance and reinforce its presentation. The minimum amount of clear space is equal to 25% of the diameter of the Monogram you use in the particular application. Typography All components of the brand architecture are set in GE Inspira, and all text is set flush left. Color When using only Level 1 (GE Brand) and Level 2 (Market), all text prints in 100% of the color you use for the Monogram. Note When using Level 3 (Business), Level 3 text prints in 100% of the color of the Monogram, and Levels 1 and 2 (GE Brand and Market) text prints in a tint of 50% of that color. Refer to Section 9.0 Grids for information on sizing brand architecture components correctly.

Monogram and tagline lock-up: fixed relationship

Clear space is 25% of Monogram diameter

imagination at work

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1.08

Brand Architecture: Improper Use

1.

Don’t use Level 1 (GE Brand) without Level 2 (Market) and/or Level 3 (Business).

2.

Don’t lock Level 4 (Solution Platform) in the upper-left corner with Levels 1,2 and 3 of the brand architecture.

3.

Don’t tint Level 1 (GE Brand) or Level 2 (Market) when used without Level 3 (Business).

4.

Don’t use different colors for the brand architecture components.

5.

Don’t use any font other than GE Inspira for brand architecture components.

1.

2. GE

4.

5. GE Market Business

3. GE Market

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GE Market Business Solution Platform

GE Market Business


1.09 Brand Architecture: Review Our brand architecture organizes our Markets in a way that defines our key offerings, communicates the breadth and depth of GE to our primary audiences, and clarifies how these offerings meet their respective needs. When creating new Businesses, Solution Platforms and Element names, limit the number and keep the names short, relevant and descriptive. When creating new names, ask individuals outside your own business if they understand the new name and the offer it defines. Note Of our six Markets, only five may use the GE Brand. Do not use any other brand architecture component, sub-business, organization, brand or product name with the GE Brand. Rare exceptions exist and must have Corporate approval. The Monogram and brand architecture components always appear in the same color. Our goal is to build a stronger visual and verbal relationship between the Monogram and all of the products and services that GE offers the world today.

The most important brand is GE. The only acronym in the brand architecture is “GE.” Always spell names in full. The Monogram and brand architecture components always appear in the same color. Do not use any other brand architecture component, subbusiness, organization, brand or product name with the GE Brand.

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2.0 Monogram 2.01 2.02 2.03 2.04 2.05

Overview Proper Use Limited Space Lock-up ― Low Brand Awareness Markets Limited Space Lock-up ― With Market Name Improper Use

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2.01 Monogram: Overview The GE Monogram reflects our heritage, and lays a solid foundation for our future. Its consistent look across all applications embraces a wide color palette, and reflects our customer-centric philosophy of being friendly, open, approachable and a part of the world we live in. The Monogram is the key element in the new brand expression system, and consists of two parts: the cursive and historic “GE” letterforms and the stylized circle. These elements always appear in a fixed size and position relationship that does not change. Regardless of region, local language, or language of the application (brochure, advertising, stationery), never translate the “GE” letterforms in the Monogram into another language. Do not recreate it. There is only one version of artwork for the Monogram. Use it for both positive and negative applications. Artwork is supplied as an Encapsulated PostScript file (EPS), and can be downloaded in black, white and all the colors of our palette. Do not change or modify the Monogram.

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2.02

Monogram: Proper Use

Location Monogram can be set either bottom left, or top left on any printed material. Monogram can be placed only once per side, per piece and on either the front or the back (only as appropriate) of material. Do not use the Monogram more than once on any application surface/spread. This includes printed material with detachable sections. For speciďŹ c brand guidelines for Monogram use on envelopes, letters, forms and brochures, please see Section 8.0 Direct Marketing Components. Color When possible, apply the Monogram in color on white background. When it’s neither practical or cost eective, apply the Monogram in black on white background or in white on an approved GE colored background.

Mr. Bob Smith Vice President ABC Company Anytown, NY 100001

Introducing a cleaner, greener power machine.

In DR, the Monogram often appears at the top left of envelopes and letterhead to identify sender. Direct Response Communications Version 2.0 Page 20


2.02

Monogram: Proper Use (continued)

Correct use of clear space on a letterhead.

Clear Space To enhance the presentation of the Monogram, leave sufficient clear space around it. The minimum amount of clear space is equal to 25% of the diameter of the Monogram you use, as shown below.

Correct use of clear space on a brochure. GE Consumer Finance

GE Equipment Services

July 30, 2005 Mr. John Smith V.P. ABC Company 123 Any Street Anytown, NY 10000

Minimum Size The minimum size of the Monogram in any print application is 0.25”/6.53mm in diameter.

Legal Summary Plan Description

Dear Mr. Smith, GE Makes Plant Hire Easier As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to enhance transparency and increase the level of flexibility available to you. From June 1st 2005, GE introduced: -

Fair’s Fair o Damage at £50 or below will incur no charge Collect & Save o Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot 5-4-5 Loyalty Award o 5% rebate on incremental spend over 12 months starting June 2005

In developing these new offers, GE recognises that you operate in some of the most challenging environments every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible can be the difference between on time completion & financial penalties. By placing you and your needs at the centre of our business, we believe this helps to develop long-term relationships that benefit both parties and create the right environment for growth. We would very much welcome an opportunity to discuss how our new and existing services might help you and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or requirements you might have in the near future. Meantime, should you have any questions or concerns, please contact your local depot (numbers can be found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you soon. Yours faithfully/sincerely

Martyn Durran Head of Sales

imagination at work

Preferred version (positive application). Minimum clear space: 25% Monogram diameter.

Alternate version (negative application).

Minimum size Monogram 0.25”/6.35mm, shown here at full size. Minimum size

25% 25% 25% 25%

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You may reverse the Monogram in white out of any color in the approved color palette. Refer to the Direct Response Color Migration Strategy matrix in Section 4.0 to determine correct color use in your market.


2.02

Monogram: Proper Use (continued)

General Lock-Up Guideline.

Monogram and Architecture Marketers have the flexibility to use both Monogram and architecture to support the GE Brand experience in communication and to ensure the target clearly understands who the communication is from. This can be applied on any component as deemed appropriate for creating response and growing brand awareness.

Spacing = 25% Monogram diameter - 0.1275”/3.25mm Minimum clear space = 25% the diameter of the Monogram 0.2125”/5.45mm

GE Marketx Business

The combination of the Monogram and architecture is called the architecture lock-up, appearing in a fixed-size and position relationship that does not change. The architecture lock-up always appears in one color, i.e., the Monogram and architecture text are the same color. The Monogram can also be used with or without brand architecture based on what best supports a higher response rate. But, if the brand architecture is used, then the Monogram must also be used.

Architecture 18pt GE Inspira Regular, 19pt leading Monogram size = 0.85”/21.75mm

Correct application of Monogram.

GE Equipment Services

July 30, 2005 Mr. John Smith V.P. ABC Company 123 Any Street Anytown, NY 10000

Dear Mr. Smith, GE Makes Plant Hire Easier As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to enhance transparency and increase the level of flexibility available to you. From June 1st 2005, GE introduced: -

Fair’s Fair o Damage at £50 or below will incur no charge Collect & Save o Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot 5-4-5 Loyalty Award o 5% rebate on incremental spend over 12 months starting June 2005

In developing these new offers, GE recognises that you operate in some of the most challenging environments every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible can be the difference between on time completion & financial penalties. By placing you and your needs at the centre of our business, we believe this helps to develop long-term relationships that benefit both parties and create the right environment for growth. We would very much welcome an opportunity to discuss how our new and existing services might help you and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or requirements you might have in the near future. Meantime, should you have any questions or concerns, please contact your local depot (numbers can be found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you soon. Yours faithfully/sincerely

Martyn Durran Head of Sales

Direct Response Communications Version 2.0 Page 22

Center on x-height


2.02

Monogram: Proper Use (continued)

Monogram and Architecture Direct response letters are deemed limited space applications and address text is typically located top left below the GE Brand, Market and/or Business name. DR marketers may also apply GE’s stationery guidelines to envelopes and letterhead with respect to brand architecture levels. In situations where the Monogram is located on the top left of an envelope or letter, architecture levels 1, 2 and 3 may be located top right. However all information must be aligned flush left. For additional details, see the Stationery Guidelines on Brand Central.

John Smith General Manager Corporate Marketing & Branding

Level 1

GE Street Address City, State Postal Code Country T 123 456 7890 F 123 456 7890 john.smith@ge.com

Level 2

Level 1 Level 3

GE Market Business

The GE Brand appears in the address text block only. Use the Level 1 GE Brand only once in stationery applications. Use of the GE Brand without the Market or Business is only allowed on stationery applications. Level 1

Level 2

GE Healthcare Claire Waxman Manager Global Marketing Communications Street Address City, State Postal Code Country T 123 456 7890 F 123 456 7890 claire.waxman@ge.com

Monogram top left; architecture top right and left justified. Direct Response Communications Version 2.0 Page 23

This example shows the use of Level 1, GE Brand and Level 2, the Market name.


2.03

Monogram: Limited Space Lock-up ― Low Brand Awareness Markets This page shows the lock-up version of the Monogram and “GE” in limited space situations in Markets where awareness of the GE Brand is low.

Example 1 illustrates the lock-up size and position. Establish the Monogram size. The cap height of “GE” is one-third the diameter of the Monogram. “GE” is set 15% of the diameter size away from the right of the Monogram. Center “GE” vertically to the right of the Monogram.

Example 1 Spacing = 15% Monogram diameter

Example 2 illustrates the rules for clear space. Maintain a minimum clear space of 12.5% of the diameter of the Monogram around the lock-up.

GE

Refer to the Color Migration Strategy Matrix in Section 4.0 for correct color guidelines. Note The minimum allowed size of the Monogram is 0.25 inches in diameter.

33% 33%

The cap height of the letters “GE” is 33% or one-third the diameter of the Monogram.

Example 2

GE Minimum clear space = 12.5% of the diameter of the Monogram.

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33%

Center


2.04 Monogram: Limited Space Lock-up ― With Market Name This page shows the lock-up version of the Monogram, “GE” and the Market name for limited space situations in Markets where awareness of the GE Brand is low. Example 1 illustrates the lock-up size and position. The cap height of “GE” is one-fifth the diameter of the Monogram. “GE” is set 25% of the diameter size away from the top of the Monogram. Center “GE” and the Market name above the Monogram. Example 2 illustrates the rules for clear space.

Example 1 Center

GE Market

Maintain a minimum clear space of 12.5% of the diameter of the Monogram around the lock-up.

20%

Spacing = 25% Monogram diameter

20%

Refer to the Color Migration Strategy Matrix in Section 4.0 for correct color guidelines. Note The minimum allowed size of the Monogram is 0.25 inches in diameter.

The cap height of the letters “GE” is 20% or one-fifth the diameter of the Monogram.

Example 2

GE Market

Minimum clear space = 12.5% of the diameter of the Monogram.

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2.05 Monogram: Improper Use Please note that the current GE Brand expression does not permit use of the previous version of the Monogram. Therefore, do not use any reverse or dynamic versions of the Monogram (shown here as “Don’ts” in examples 2 and 3). 1.

Don’t use the former 3-D Monogram.

2.

Don’t use the “old” version of the Monogram (reverse).

3.

Don’t crop the Monogram.

4.

Don’t use GE or the Monogram in words or sentences.

5.

Don’t use a black Monogram on a color background.

6.

Don’t rotate the Monogram.

7.

Don’t reverse the Monogram on any color ― only white.

8.

Don’t use the Monogram in color on a background color.

9.

Don’t reverse the Monogram out of white on a color.

1.

2.

3.

4.

GEnius

nius

5.

6.

7.

8.

9.

10.

11.

12.

10. Don’t use the Monogram directly on a photograph. 11. Don’t superimpose the Monogram over type or imagery. 12. Don’t apply any visual effects to the Monogram in print. 13. Don’t add any movement or effects to the Monogram. 14. Don’t add drop shadows to the Monogram.

type

15. Don’t create any primary or secondary graphic device that simulates the Monogram. 16. Don’t create a multi-colored version of the Monogram.

13.

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14.

15.

16.


2.05

Monogram: Improper Use (continued)

17. Don’t use architecture without the presence of the Monogram. 18. Don’t use the Monogram more than once per piece (e.g. letterhead) or spread (e.g. inside spread on a brochure). 19. Don’t center justify Monogram 20. Don’t use different colors within the Monogram and architecture lock-up. 21. Don’t align Monogram and architecture to the right.

17.

18.

19.

GE Equipment Services

GE Equipment Services

July 30, 2005 Mr. John Smith V.P. ABC Company 123 Any Street Anytown, NY 10000

20.

Dear Mr. Smith, GE Makes Plant Hire Easier As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to enhance transparency and increase the level of flexibility available to you. From June 1st 2005, GE introduced: -

GE Equipment Services

Fair’s Fair o Damage at £50 or below will incur no charge Collect & Save o Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot 5-4-5 Loyalty Award o 5% rebate on incremental spend over 12 months starting June 2005

In developing these new offers, GE recognises that you operate in some of the most challenging environments every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible can be the difference between on time completion & financial penalties. By placing you and your needs at the centre of our business, we believe this helps to develop long-term relationships that benefit both parties and create the right environment for growth.

21.

We would very much welcome an opportunity to discuss how our new and existing services might help you and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or requirements you might have in the near future. Meantime, should you have any questions or concerns, please contact your local depot (numbers can be found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you soon.

GE Equipment Services

Yours faithfully/sincerely

Martyn Durran Head of Sales

GE imagination at work

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www.geplanthire.com


3.0 Tagline 3.01 3.02 3.03 3.04 3.05 3.06

Overview Proper Use Markets with Limited Recognition of GE Translation Color Use Improper Use

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3.01 Tagline: Overview The “imagination at work” tagline and campaign symbolize the creative spirit and can-do attitude of GE people. Together we offer technologies and services that make a difference for our customers. The “imagination at work” campaign is also inherent in the development of innovative and creative mass and direct response strategies and executional processes. You are encouraged to use the “imagination at work” tagline to support business goals and/or help to differentiate the offer. It is understood that for some Businesses, use of the tagline is not a driver of behavior or response. In these circumstances, using the tagline on any DR component is optional. But, if the tagline is used, then the Monogram must also be used. The tagline and Monogram appear in a fixed size and position “lock-up” relationship that does not change. The tagline lock-up always appears in one color, i.e., the Monogram and tagline text are the same color.

Direct marketers have flexibility to use the tagline or exclude it. However, if it is used, explicit lock-up rules must be followed. Monogram and tagline lock-up.

Note Refer to the Color Migration Strategy matrix in Section 4.0 to determine correct color use in your Market.

imagination at work Monogram and tagline lock-up for Markets with limited recognition of GE.

GE imagination at work

Direct Response Communications Version 2.0 Page 29


3.02 Tagline: Proper Use There are two versions of the tagline lock-up: the standard, one-line version, and the stacked, two-line version. Use the standard version whenever possible. Use the stacked version only in situations where space is limited and the one-line version will not fit.

Standard lock-up: One-line version.

imagination at work

In the tagline lock-up, the Monogram and tagline appear in a fixed size and position relationship that does not change. Artwork for each version of the tagline lock-up is supplied as an Encapsulated Postscript file (EPS) and can be downloaded in black, white and all the colors of the direct response palette. Do not change or modify this approved artwork.

Construction: Monogram and tagline lock-up is a fixed relationship. Spacing = 15% Monogram diameter - 0.1275”/3.25mm

Location The tagline can be set either bottom left or top left (but in most cases, appears in the lower left corner of any printed material).

Minimum clear space = 25% the diameter of the Monogram 0.2125”/5.45mm

imagination at workx

Center on x-height

Tagline 18pt GE Inspira Regular Monogram size = 0.85”/21.75mm

Stacked lock-up: Use in limited space situations only. Monogram size = 0.85”/21.75mm

imagination at work Direct Response Communications Version 2.0 Page 30

Spacing = 15% Monogram diameter - 0.1275”/3.25mm Tagline 18pt GE Inspira Regular


3.03 Tagline: Markets with Limited Recognition of GE In markets where there is limited recognition of GE, add the GE Brand to the tagline lock-up, as shown, so that the tagline text reads “GE imagination at work”. Artwork for each version of the tagline lock-up is supplied as an Encapsulated PostScript file (EPS) and can be downloaded in black, white and all the colors of the direct response palette.

Standard lock-up: One-line version.

GE imagination at work

Do not change or modify this approved artwork.

Construction: Monogram and tagline lock-up is a fixed relationship. Spacing = 15% Monogram diameter - 0.1275”/3.25mm Minimum clear space = 25% the diameter of the Monogram 0.2125”/5.45mm

GE imagination at workx

Center on x-height

Tagline 18pt GE Inspira Regular Monogram size = 0.85”/21.75mm

Stacked lock-up: Use in limited space situations only. Monogram size = 0.85”/21.75mm

GE imagination at work Direct Response Communications Version 2.0 Page 31

Spacing = 15% Monogram diameter - 0.1275”/3.25mm Tagline 18pt GE Inspira Regular


3.04

Tagline: Translation

B2C applications In B2C communications, the tagline may appear either in English or in the local language. Use one or the other, but do not use both. In certain markets, the GE Brand must appear with the tagline. B2B applications Tagline use for B2B applications differ slightly from B2C. For B2B uses, the tagline must always appear in English. Translation into local language can accompany the English, but only in a specific lock-up. See B2B example to the right. Use the addition of a translated tagline if it is legally required, if it will enhance communication or if it is a cultural preference.

B2C Application: Translation of tagline A4.

0.85”/ 21.75mm

l’imaginationatenwork action GE imagination

0.45”/11mm

GE Inspira Regular, 18pt

Obtain the correct translations from the brand team at brand.questions@ge.com. The tagline translation is always set in GE Inspira in the same color as the English version. This example shows the type size for a tagline translation for an A4 size format.

GE l’imagination en action

In some markets, legal requirements require all information to appear in two languages, with equal emphasis. All dual language applications must receive approval from the Corporate advertising team in Fairfield, CT, USA or in Brussels, Belgium.

B2B Application: Translated tagline placement A4.

Align translation flush left with the tagline 0.85”/ 21.75mm

work GE imagination at work GE l’imagination en action

0.3”/ 8mm 0.45”/11mm

GE Inspira Regular, 9pt

GE imagination at work GE l’imagination en action

Direct Response Communications Version 2.0 Page 32

GE Inspira Regular, 18pt


3.05 Tagline: Color Use The tagline always prints in 100% of the color you use for the Monogram. Consideration should be given to colors used in mass media when followed up by a direct communication for synergy and to leverage familiarity with the target. Refer to Section 4.0 Color Palette to determine correct tagline and color use in your Market. The artwork for the Monogram and tagline lock-up is ďŹ xed, and although it can scale in size, the size and position relationship does not change. When using only Level 1 (GE Brand) and Level 2 (Market), all text prints in 100% of the color you use for the Monogram. When adding Level 3 (Business), Level 3 text prints in 100% of the color of the Monogram and Levels 1 and 2 (Brand and Market) text prints in a 50% tint of that color. In certain circumstances, when a Market wishes to build awareness for and promote its name as well as promoting its Solution Platform, both the Market and the Solution Platform names may appear in 100% color. In these cases, the business name is omitted and the Solution Platform name appears in Level 4 architecture. Note B2B businesses may use the full palette of 14 colors for prospecting in direct response communications; not for advertising. See B2B Advertising Guidelines for ad standards.

Level 1 (GE Brand) and Level 2 (Market) print in 100% of the color of the Monogram.

When adding Level 3 (Business), Level 3 prints in 100% of the color and Level 1 (GE Brand) and Level 2 (Market) become a 50% tint of the color.

GE Market

GE Market Business

imagination at work

imagination at work

Monogram and tagline always print in 100% of the color. All components align ush left.

Direct Response Communications Version 2.0 Page 33


3.06 Tagline: Improper Use We encourage you to become familiar with the correct use of the Monogram and tagline lock-up. Please note that the current GE Brand expression does not permit use of the previous versions of the Monogram and tagline.

1.

2.

imagination at work imagination at work

imagination at work

The “imagination at work” campaign replaces all previous campaigns, such as “We bring good things to life”. 1.

Don’t use the former 3-D Monogram.

2.

Don’t use the tagline with the reverse Monogram.

3.

Don’t position the tagline above the Monogram.

4.

Don’t break up the tagline into two or three lines.

5.

Don’t use initial caps on the tagline.

6.

Don’t abbreviate the tagline.

7.

Don’t change the scale relationship between the Monogram and tagline. It is fixed.

8.

Don’t use any other font but GE Inspira Regular.

9.

Don’t position the tagline to the left of the Monogram.

3.

4.

5.

imagination at work

7.

10. Don’t align the tagline with the top of the Monogram.

i@w

Imagination At Work

8.

9.

imagination at work

imagination at work

11. Don’t stretch or skew the tagline.

6.

imagination at work

12. Don’t split the tagline with the Monogram. 13. Don’t position the tagline underneath the Monogram as more than one line. 14. Don’t use previous campaign taglines, e.g., “We bring good things to life”.

10.

11.

imagination at work

15. Don’t use the tagline without the Monogram.

imagination

13.

14.

imagination at work

Direct Response Communications Version 2.0 Page 34

12.

at work

15.

We bring good things to life.

imagination at work


4.0 Color Palette 4.01 4.02 4.03 4.04 4.05 4.06 4.07 4.08 4.09

White Space Overview Tinting Backgrounds Direct Response Color Migration Strategy “Bright” Color Breakdown “Light” Color Breakdown Combinations Color Stock

Direct Response Communications Version 1.0 Page 35


4.01

Color Palette: White Space

White space Our mass advertising reinforces our contemporary, clean and inviting approach through extensive use of white space. White space can be used to create synergy between mass and direct communications and is encouraged to be used liberally throughout DR visual representations. It is acknowledged that direct marketers use color extensively to get mailings noticed and drive specific actions. The guidelines in this section as well as Section 8.0 on DM Components, will provide and show varying degrees of flexibility for using white space in direct response, while integrating compelling color.

Advertising

DR Letter GE Energy

GE Energy

Nice thing about a wind farm: all year it’s harvest time. Now clean wind energy is always in season, thanks to a revolutionary 3.6 MW wind turbine from GE that’s 40 stories tall, with blades almost as wide as the wingspans of two jumbo jets. It’s a giant step in the direction of renewable energy. Isn’t that a breath of fresh air? To learn more, visit www.ge.com

GE Money

Mr. Bob Smith V.P. Environmental Controls ABC Company 123 AnyStreet Anycity, NY, 10001

What’s more important? Performance or control? Dear Mr. Smith, How can you balance production demands with the need to maintain low emissions? Overemphasize one over the other and you could lose it all.

Get performance and control with Precipator Power Control Systems. Fortunately, GE provides the right equipment to help you achieve the perfect balance between low emissions and high plant performance. Go to gepower.com/airquality to learn more or call 1.800.821.2222. GE Energy can help you find the right balance. Sincerely,

Dan Brown Education Manager

Use of white space in conjunction with other brand elements in DR creates synergy and is encouraged as it reminds customers of their familiarity and experience with GE. Direct Response Communications Version 2.0 Page 36

Collateral Cover

P.S. Call or go online to arrange to use our Juicecan predictive software to find out how it can help at your plant. The phenomenal effects include 50% reductions in opacity and 120% increase in secondary current.

imagination at work imagination at work

Stop thinking...


4.02 Color Palette: Overview The GE Brand expression embraces an intentionally diverse color palette and reflects our customer-centric philosophy of being friendly, open and approachable. A primary objective of our brand expression is to create a light, bright impression of GE, and our color philosophy calls for using color liberally throughout all of our communications. There are 14 colors in GE’s color palette. Associating GE with our approved color palette will contribute to an image of energy and vitality. Therefore, the use of color and white backgrounds is encouraged whenever and wherever possible for DR. However, it is acknowledged that in some DR situations, either strategically or due to cost constraints, black may be used as a color. We do not color code our Businesses, our products or our service offerings; rather, the palette comprises bold, bright and optimistic colors that each Market may use depending on the context and tone of the application.

“Bright” Color Palette

Pantone: 7455

Pantone: 260

Pantone: 485

Process Cyan

Pantone: 144

Pantone: 376

Pantone: Black 6

Pantone: 7530

Pantone: 7445

Pantone: 500

Pantone: 292

Pantone: 109

Pantone: 557

Pantone: 877 (Silver)

“Light” Color Palette

Direct Response Communications Version 2.0 Page 37


4.03

Color Palette: Tinting

Monogram and Tint Colors for Brand Architecture This page shows the approved colors and tints for each color in the GE color palette. Use tints for Market names only when using a Business name. If you do not use a Business, do not use a tint for the Market name. When using only Level 1 (GE Brand) and Level 2 (Market), all text prints in 100% of the color you use for the Monogram. When adding Level 3 (Business), Level 3 text prints in 100% of the color and Levels 1 and 2 (GE Brand and Market) become a 50% tint of that color.

Level 1 (GE Brand) and Level 2 (Market) print in 100% of the color of the Monogram.

When adding Level 3 (Business), Level 3 prints in 100% of the color and Level 1 (GE Brand) and Level 2 (Market) become a 50% tint of the color.

GE Market

GE Market Business

On stationery, the only color used for printing the brand architecture levels is black. Refer to Stationery guidelines on Brand Central for additional information.

imagination at work

imagination at work

Monogram and tagline always print in 100% of the color. All components align flush left.

“Bright” Color Palette

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

Pantone: 7455

Pantone: 260

Pantone: 485

Process Cyan

Pantone: 144

Pantone: 376

Pantone: Black 6

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

Pantone: 7530

Pantone: 7445

Pantone: 500

Pantone: 292

Pantone: 109

Pantone: 557

Pantone: 877 (Silver)

“Light” Color Palette

Direct Response Communications Version 2.0 Page 38


4.04 Color Palette: Backgrounds This page illustrates use of colors and tints on color backgrounds. Refer to this guide particularly when creating applications with Levels 1, 2 and 3 information (GE Brand, Market and Business).

When using Level 1 (GE Brand) and Level 2 (Market), reverse them in white out of the background color.

When adding Level 3 (Business), Level 1 (GE Brand) and Level 2 (Market) print in a 50% tint of the background color. Level 3 (Business) reverses in white out of the background color.

On color backgrounds, reverse the Monogram and/or tagline lock-up in white.

GE Market

GE Market Business

“Bright” Color Palette

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

Pantone: 7455

Pantone: 260

Pantone: 485

Process Cyan

Pantone: 144

Pantone: 376

Pantone: Black 6

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

50% Tint

Pantone: 7530

Pantone: 7445

Pantone: 500

Pantone: 292

Pantone: 109

Pantone: 557

Pantone: 877 (Silver)

“Light” Color Palette

Direct Response Communications Version 2.0 Page 39


4.05 Color Palette: Direct Response Color Migration Strategy The full color palette of 14 colors may be used in advertising only in Markets where aided consumer awareness of the GE Brand is 85-100%. However, direct marketers have more flexibility to select the colors required to drive response from the palette, even if awareness levels are low. At the same time, DR marketers may prefer to align with colors used in advertising in their area to tap into brand recognition. If you’re unsure of consumer awareness levels in your Market, check Brand Central or contact the brand management team at brand.questions@ge.com. All consumer awareness data must be reviewed by the Corporate Brand Team, which will work with each Market to establish the relevant tiers per country. Note As we build recognition in Markets where GE is not well known, it is important to associate the GE Brand with color. B2B businesses may use the full palette of 14 colors for direct response communications; not for advertising. Please refer to the B2B Brand Expression Guidelines for correct use of color in ads.

All GE approved advertising colors can be used in B2B and B2C Direct Response communications regardless of your market’s awareness levels. However, DR marketers may want to focus on colors used in other marketing mediums in their Market to create and leverage design synergy. Awareness

Approved GE Colors

Approved Tagline

0-45%

“GE imagination at work”

7455 46-69%

“GE imagination at work”

7455 260 70-84%

“imagination at work”

7455 260

485

Cyan

85-100%

“imagination at work”

7455 260

485

7530 7445 500 Direct Response Communications Version 2.0 Page 40

Cyan 144

376

292

557

109

877


4.06

Color Palette: “Bright” Color Breakdown

Print use:

Print use:

Print use:

Print use:

Print use:

Print use:

Print use:

Pantone 7455 C 80 M 53 Y 0 K 0

Pantone 260 C 52 M 100 Y 0 K 26

Pantone 485 C 0 M 95 Y 100 K 0

Process Cyan C 100 M 0 Y 0 K 0

Pantone 144 C 0 M 48 Y 100 K 0

Pantone 376 C 50 M 0 Y 100 K 0

Pantone Black 6 C 0 M 0 Y 0 K 100

TOYO CF0444

TOYO CF0971

TOYO CF0100

TOYO CF0383

TOYO CF0154

TOYO CF0245

TOYO CF0946

Electronic use:

Electronic use:

Electronic use:

Electronic use:

Electronic use:

Electronic use:

Electronic use:

R 65 G 87 B 173

R 95 G 0 B 95

R 225 G 0 B 0

R 0 G 153 B 255

R 255 G 125 B 0

R 101 G 184 B 33

R 0 G 0 B 0

HEX# 3E57AD

HEX# 5F005F

HEX# E10000

HEX# 0099FF

HEX# FF7D00

HEX# 65B821

HEX# 000000

PANTONE® The colors shown throughout these and all GE guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. Consult current PANTONE® Publications for accurate color. PANTONE® is the property of Pantone, Inc. TOYO 94 COLOR FINDER 1050 The TOYO references should be used as a guide. Where possible use Pantone to match colors. © 1998, 2002 TOYO INK MFG. CO., LTD. All rights reserved. Direct Response Communications Version 2.0 Page 41


4.07

Color Palette: “Light” Color Breakdown

Print use:

Print use:

Print use:

Print use:

Print use:

Print use:

Print use:

Pantone 7530 C 3 M 0 Y 10 K 20

Pantone 7445 C 30 M 20 Y 0 K 3

Pantone 500 C 0 M 38 Y 21 K 11

Pantone 292 C 49 M 11 Y 0 K 0

Pantone 109 C 0 M 10 Y 100 K 0

Pantone 557 C 30 M 0 Y 20 K 15

Pantone 877 (Metallic Silver Ink)

TOYO CF0548

TOYO CF0466

TOYO CF0740

TOYO CF0421

TOYO CF0192

TOYO CF0662

TOYO CF1043

Electronic use:

Electronic use:

Electronic use:

Electronic use:

Electronic use:

Electronic use:

Electronic use:

R 150 G 139 B 125

R 158 G 163 B 210

R 200 G 129 B 133

R 113 G 172 B 228

R 255 G 214 B 0

R 150 G 181 B 171

Do not use gray

HEX# 968B7D

HEX# 9EA3D2

HEX# C88185

HEX# 71ACE4

HEX# FFD600

HEX# 96B5AB

CMYK The CMYK breakdowns were produced using “standard” densities. Target density values are: Black (K) 1.70 ± 0.05, Cyan © 1.30 ± 0.05, Magenta (M) 1.35 ± 0.05 and Yellow (Y) 0.95 ± 0.05. We used a line screen of 200 and the plate order was K-C-M-Y. Always try to achieve the best color match to the Pantone Color. Colors printed in U.S. SWOP may differ from EURO CMYK as these colors may appear darker than expected. Direct Response Communications Version 2.0 Page 42


4.08 Color Palette: Combinations White space and clean, monochromatic visuals are key components of the brand. In advertising and other mass communications, a monochromatic look is preferred where a single color palette is used for copy, Monogram and architecture. Example 1 shows an effective monochrome look across mass advertising. Example 2 shows how this monochromatic look is applied in direct response. Note For DR, there is some additional flexibility in color use, as well as upcoming in-market testing to substantiate the business benefit of combining palette colors in DR communications.

Example 1 Use of single color on a print ad.

Example 2 Use of single color on a DR component. GE Money

GE Water & Process Technologies

Mr. Bob Smith V.P. Environmental Controls ABC Company 123 AnyStreet Anycity, NY, 10001

APR

7.99%

― one of our lowest

rates ever

Get a loan from the comfort of your home Dear Mr. Smith, Getting a loan can mean lining up, filling out forms and waiting days for a decision. Not with GE Money. We do the hard work for you ― and you don’t have to leave the comfort of your home. So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your children to university, it’s easier than you think with a personal loan from GE Money.

Our most valued customers qualify for one of our best rates ever ― 7.99% APR. Applying for a loan is easy, and once your loan has been approved, it’s easy to get your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT) payment directly to your bank account and the money is there – ready for you when you need it.

Three ways to apply ― by phone, online or mail back the enclosed application.

Very, very pure water. With GE’s Water & Process Technologies, industries not only bring water up to higher standards of purity, they conserve billions of gallons of water every year. And when it comes to the environment, that’s a real blessing. To learn more, visit gewater.com.

The same monochromatic use of color in advertising should be applied to DR. Direct Response Communications Version 2.0 Page 43

Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also mail in the enclosed application (we’ve paid the postage for you). Sincerely,

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imagination at work imagination at work


4.09 Color Palette: Color Stock As white space is a key element in our brand expression, the selection of white stock for letterhead and other DM components is an important consideration. DR marketers have extensive flexibility to select white stocks with budgeting and printing processes in mind. At times, direct marketers may wish to create a different tone or impression when developing elegant invitation style creative executions. In these instances, marketers may use a variety of weight and textured stocks within the range of white stock. Selection of off-white and other color-toned stocks (e.g., pastels) is discouraged and white stock should be used as the default for printed communications. In-Market Testing In select test markets where color toned stock has potential to influence the impression of the communication, the use of cream-toned or silver/ grey toned stock is appropriate in small test quantities where results of the isolated variable can be compared. Preferred stock color.

Cream color letter stocks are discouraged.

Color-toned stocks are discouraged.

GE Money

GE Money

GE Money

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications Version 2.0 Page 44

Dear Mr. Sample;

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Dear Mr. Sample; Introducing a smart financial 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.

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Introducing a smart financial 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-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

• No annual fee • You can get out of debt in as little as 36 months • APR as low as 7.99%† • Credit lines up to $25,000† • No prepayment penalty • Use your account for anything you want • Funds can be deposited directly into your checking account

Introducing a smart financial 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-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

• No annual fee • You can get out of debt in as little as 36 months • APR as low as 7.99%† • Credit lines up to $25,000† • No prepayment penalty • Use your account for anything you want • Funds can be deposited directly into your checking account


5.0 Typography 5.01 5.02 5.03 5.04 5.05 5.06

Introduction Overview GE Inspira Characters Non-Roman Languages General Use Improper Use

Direct Response Communications Version 1.0 Page 45


5.01

Typography: Introduction

Typography plays an important role in our new brand expression in advertising, direct response and literature. Our system incorporates a new, custom-designed type font called GE Inspira that we will use globally in all media. It is derived from the curves and the classic hand-drawn character of the Monogram. GE Inspira comes in different styles and weights, which provide visual distinction and differentiation in DR applications for text, headlines, call-outs, and the Johnson Box. GE Inspira font sets can be downloaded from Brand Central. GE Inspira is precise and modern, reflecting our brand attributes. Over time, it will become highly recognizable and contribute to the memorability of our brand. Scale Scaling typography size appropriately will help to clarify communications, provide emphasis and enhance visual effect. Refer to Section 5.05 for guidance on scaling typography. Note Very explicit guidelines for typography use in DR communications are explained in Section 8.0, covering areas from typography within sidebars on DR letters to combining type and design elements on envelopes.

Direct Response Communications Version 2.0 Page 46

GE Money Get a Line of Credit from GE Money for up to

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Mr. B. Sample 123 Any Street Anytown, NY 12345 Dear Mr. Sample; Introducing a smart financial 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.

• No annual fee

You are pre-qualified* 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.

• You can get out of debt in as little as 36 months

Yes, it’s convenient ― there are no lengthy application forms to fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

• APR as low as 7.99%† • Credit lines up to $25,000†

Of course, the greatest flexibility 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.

• No prepayment penalty

Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!

• Use your account for anything you want

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.

• Funds can be deposited directly into your checking account


5.02

Typography: Overview

SpeciďŹ cally designed for us, GE Inspira is bold, precise and modern. It is individual and recognizable and brings a new VISUAL distinctiveness to our brand. Use GE Inspira Regular for body copy and headlines.

Use GE Inspira Bold for subheads.

Use GE Inspira Italic to show emphasis.

Use all caps for emphasis.

Use GE Inspira Bold Italic for emphasis.

Direct Response Communications Version 2.0 Page 47

Use underlining for emphasis.


5.03

Typography: GE Inspira Characters

abcdefghijklmnopqrstuvwxyz123 4567890ABCDEFGHIJKLMNOPQRS TUVWXYZ!"#$%&()*+,./:;<=>?@[\] ^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙ ÀÃÕŒáàâäãåçéèêëíìîïñóòôöõúùû ü†°¢£§•¶ß®©™´¨ÆØ¥?ªºæø¿¡«»… œ“”‘’ÿŸ€‹›fifl‡∙‚„‰ Direct Response Communications Version 2.0 Page 48


5.04 Typography: Non-Roman Languages GE Inspira and GE Inspira CE fonts have characters that support these languages: Afrikaans, Albanian, Basque, Breton, Catalan, Croation, Czech, Danish, Dutch, English, Esperanto, Estonian, Faroese, Fijian, Finnish, Flemish, French, Frisian, German, Hawaiian, Hungarian, Icelandic, Indonesian, Irish, Italian, Lappish, Classical Latin, Latvian, Lithuanian, Malay, Maltese, Mandarin (Pinyin District), Maori, Moldavian, Norwegian, Polish, Portuguese, Provençal, Romanian, Rumanian, Samoan, Scottish Gælic, Slovak, Slovene, Slovenian, Sorbian, Spanish, Swahili, Swedish, Tagalog, Turkish, Vietnamese, Welsh and Wendish. GE Inspira Cyrillic and Greek fonts have characters that support these languages: Belorussian, Bulgarian, Macedonian, Russian, Serbian, Serbo-Croatian, Ukrainian and Modern Greek. If you are creating GE materials in Arabic, Chinese, Devanagari, Japanese, Korean or Thai, use the counterpart fonts specified in the list on this page. To purchase these fonts use your usual software/font resources in your local market/country. Note GE employees in Japan have access to DF MaruGothic for internal use only. If you are a GE employee in Japan, contact brand.questions@ge.com.

Direct Response Communications Version 2.0 Page 49

Arabic - Akhbar Chinese Traditional - M Yuen Light/Bold Simplified - C Yuen Light Devanagari - ITR Mitra Japanese - DF MaruGothic Korean - HY Gothic Thai - Mokkara


5.05 Typography: General Use These are general guidelines that will apply to most DR materials, and are consistent with guidelines for advertising and literature. Additional guidelines with respect to specific DM components are noted in Section 8.0. Always use the GE Inspira set of fonts in all applications. Architecture The correct size of the brand architecture components and the tagline lock-up will be determined by the size of the DR component in a particular execution. Refer to Section 2.0 on Monogram and Section 3.0 on Tagline for correct lock-up positioning. Ensure that the point size of the brand architecture components and tagline text is the same when scaled. Refer to Section 9.0 on Grids, for specific publication sizes and guidance on grid construction and adjustment. Headlines On brochures, inserts, letters (i.e., on Johnson Boxes) and envelopes, headlines should always be prominent and set in the largest type size on the page. Headlines are always set in GE Inspira Regular. Do not use GE Inspira Bold for headlines (although bolding key words or phrases to draw reader attention is acceptable). Headlines may also be left or center justified but not set flush right. Subheads Subheads can use a large type and can also be presented in any GE Inspira weight or style. Avoid using more than 2 font styles in subheads. Subheads may also be left or center justified but not set flush right.

Typography consistency across advertising and DR delivers a consistent brand experience to target audiences.

Print ad example.

GE Commercial Finance

DR letter example. GE Commercial Finance Mr. Bob Smith SVP ABC Company 123 Anystreet Anycity, CA 10001

Without proper financing, even a big idea can come up short.

We can help you bridge the gap. Dear Mr. Smith, When determination alone can’t turn your vision into reality, GE Commercial Finance can provide assistance to bridge the gap between concept and completion. We’re backed with local market exptertise, structuring flexibility, and the unmatched capital resources of the GE company. In the Western United States we’ve recently tailored several significant transactions: - $15, 424,000 fixed rate acquisition financing for 10 years for the Village of the Four Seasons in San Jose, California. - $8,000,000 low leverage, fixed rate refinancing for 10 years for The Aspens in Avon, Colorado. So whatever your vision, GE would be pleased to talk to you about how we can get your deal done fast.

When determination alone can’t turn your vision into a reality, GE Commercial Finance can provide assistance. With a diverse and global product line, we’ll help you bridge the gap between concept and completion.

Please call me at 949.477.1545 or go online to gerealestate.com. Sincerely,

To learn more, visit www.ge.com.

Lew Grace, Managing Director

imagination at work

imagination at work

Direct Response Communications Version 2.0 Page 50


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 flexibility beyond the Inspira font style to draw attention to important call-to-action messages or to highlight important brand, product or service benefits.

In-market test of a handwritten font as a personalized message in the post script.

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.

GE Money

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 Dear Mr. Sample; Introducing a smart financial 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-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid.

**,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications Version 2.0 Page 51

PNo annual fee

Funds can be deposited directly into your checking account

APR as low as P7.99% †

You can get out of debt in as little as 36 months

lines PupCredit to $25,000

Use your account for anything you want


5.05

Typography: General Use (continued)

Body Copy Body copy is always set in GE Inspira Regular. 10pt is considered a standard size, but DR specialists have flexibility to select appropriate size for target audiences, such as using larger font sizes when targeting older prospects. Body copy should always be left justified and full blocks of copy should not be centered or set flush right. Leading Type Size

Leading Size

9pt and below

+2pt ― use black color

9pt-24pt

+3pt ― can use color for this point and larger

Over 24pt

Use appropriate leading

Font Style Devices Direct marketers have the flexibility to draw target audience attention through the use of font styles. These include: • Bolding text within a paragraph, subhead and Johnson Box • Italicizing text • Using ALL CAPS in a subhead • Presenting the text in the same color as the Monogram • Using a technique to highlight selected text • Underlining subheads on selected text within a sentence While using font style devices in direct communications can make a piece easier to read and understand, using too many of these devices in combination can look cluttered or ‘junky’ and undermine the benefits of the GE Brand. Section 8.0 on Direct Marketing Components explains guidelines on the appropriate number of fonts style devices to be used per DM component, to ensure balance of simplicity and the inviting nature of our brand expression. For general use however, avoid using more than two font styles at a time. Legal/Micetype: Legal type can appear in Inspira or, for space considerations, in another Sans Serif font such as Arial. This alternative font option is only for legal type 7/9 pt.

Direct Response Communications Version 2.0 Page 52

This example shows the use of bolding and underlining within a letter. Adding any more font style devices may make this letter look cluttered.

Raymond Hulett 123 Anystreet Anytown, USA

Special Offer: Save 20% Dear Raymond Hulett: The standard warranty covering your Hotpoint refrigerator expired quite some time ago. We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract. It’s called Service Protection Plus™ by GE and here are the benefits: •

Comprehensive Coverage ― Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ― especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

Professional, Reliable Service ― By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly ― at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

Sincerely,

Stan Simpson Warranty Manager P.S. To immediately activate your offer, please complete the enclosed application or call 1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.


5.06 Typography: Improper Use In general, do not justify copy right or use full justification with letters, brochures, inserts or postcards. Also, do not center all text (e.g., all copy on brochure cover), although DR specialists have flexibility to center text in some applications. 1.

Don’t use right justification.

2.

Don’t use full justification.

3.

Don’t center all text.

4.

Don’t indent paragraphs in body copy of letters or brochures.

5.

Don’t use GE Inspira Bold for headlines (although bolding key words or phrases to draw reader attention is allowed).

6.

Don’t use more than 2 font styles in subheads.

7.

Don’t use any typesize smaller than 9pt. except for legal or mice type.

8.

Don’t use alternate font options, sans serif and Arial, outside legal applications.

1.

2. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

4.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

5.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

7.

6.

Headline Headline

Headline Headline

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

SUBHEAD SUBHEAD

Subhead Subhead Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Subhead Subhead Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Subhead Subhead Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

SUBHEAD Subhead

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Subhead Subhead

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

8.

Headline Headline

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Direct Response Communications Version 2.0 Page 53

3.

Headline Headline Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.


6.0 Imagery 6.01 6.02 6.03 6.04 6.05 6.06 6.07

Introduction Overview Style Overview Photography Cut-Outs Icons Inset Imagery Improper Use

Direct Response Communications Version 1.0 Page 54


6.01

Imagery: Introduction

Imagery is a universal medium used to tell stories and make human connections. In our new brand expression we use imagery to communicate our oďŹ&#x20AC;er in a compelling and immediate way to make a meaningful connection with all of our audiences.

Direct Response Communications Version 2.0 Page 55


6.02 Imagery: Overview In the past, we have not used photographs of people in our marketing communications. In our new brand expression, we now want to emphasize our approachable and contemporary character. We want to show our customers that GE evolves with them through life. We encourage use of imagery that motivates desired behavior and shows how our customers benefit from using our products and services. We are a global organization and although our customers speak many languages, our common language is visual. We encourage you to portray our offer using imaginative and dynamic images that will trigger a response, an emotion or call-to-action. When using examples of our products, such as engines or plastics, even if the photo is static, try to find an unusual or innovative way of presenting it in combination with typography and design to trigger response. We also respect that in some DR applications, use of photography that reflects the global brand style is not appropriate. DR marketers have the flexibility to apply imagery where it makes sense. Guidelines are provided for general use as well as specific guidelines for direct response components. Please see Section 8.0 for more specific examples and guidelines of imagery use in various DR components.

imagination at work

Save up to 20% see inside

Direct Response Communications Version 2.0 Page 56


6.03 Imagery: Style Overview In our new brand expression, we encourage use of photographs and illustrations. Using imagery that illustrates our brand attributes will reinforce our personality, show the pride we take in meeting our customers’ needs and show our own imagination at work. Imagery should cover no more than 50% of any DR piece. Full bleed imagery is in contrast with the bright, white space elements of the GE Brand and is not allowed. Photography When developing envelopes and letters, use only one image per page. When developing brochures or other items with multiple panels or pages, where the objective is to provide supplemental information on benefits/functionality of the product or service, multiple images can be used. But only a single primary image should appear on each panel or page. Inset imagery should be used only when necessary. See Section 6.06 Inset Imagery for specific guidelines. Illustrations Use illustrations where photography is not available, not practical, nor appropriate, e.g., technical manuals. Refer to Section 8.0 for detailed guidelines on imagery use by DM component.

Cut-out example, envelope.

imagination at work

Save up to 20% see inside

Non-cut-out example, invitation postcard.

GE Energy

Thinking about energy use in the future?

imagination at work

Direct Response Communications Version 2.0 Page 57


6.04 Imagery: Photography Cut-Outs Where possible, use cut-out versions of photographs on white backgrounds, or close-cropped photos. Use non-cut-out imagery to show benefit or emotion in relation to environment or to support the proposition. Non-cut-out images should not bleed. When an image does not extend to the margins, use the center line as a guide for position. When cut-outs do not bleed off a page, use the center line as a guide for position. Do not use key line art around any photographs. Feathered edge photography is discouraged and should be phased out of communication.

Imagery bleeds off three edges. GE Energy Mr. John Smith V.P. ABC Company 123 Any Street Anytown, NY 10000

Refreshing ideas to save you time and money. Dear Mr. Smith, Energy Solutions by GE provides temporary water chilling and air conditioning rental solutions to help you meet your seasonal challenges. It may be worth 15 minutes of your time to contact GE if any of these situations sound familiar: • • •

You’ve outgrown your process cooling capacity. You need supplemental comfort cooling due to expansion or change in process. Production capacity limitations are delaying a new product release.

Cooling solutions from GE can put control back in your hands. Please take a few minutes to look through the enclosed materials and then contact us to learn how we can customize a solution to save you time and money. Sincerely

Bob Newton, Sales Manager Energy Solutions by GE P.S. You can contact a GE representative at 1-877-555-5555 or visit gepower.com/rentals.

imagination at work

Direct Response Communications Version 2.0 Page 58

Imagery uses center line as a guide.


6.05 Imagery: Icons GE direct marketers have proven the eďŹ&#x20AC;ectiveness of using icons to drive response. They are an important component of the DR tool kit. Icons should be consistent across all GE direct response. They should reďŹ&#x201A;ect the unique, organic, rounded style of the GE Inspira font. Note Proprietary GE icon design development is in progress and will be made available on Brand Central. The icons on this page are suggestive placeholders. Generic icons sourced from the Internet, as well as pictogram icons (vs. line art) should be phased out of communication material. Icons can appear in reverse-out or as line art on white, using consistent monochromatic color.

Acceptable Styles

Improper Styles

Direct Response Communications Version 2.0 Page 59


6.06 Imagery: Inset Imagery Throughout our communications we want to express the simple and approachable characteristics of the GE Brand. We use single item imagery to keep our communications clean. However, there are some instances where inset imagery, with a primary image, assists in emphasizing the presentation or understanding of a product or message. When using insets, make sure there is sufficient white space, set all text flush left and print the tagline and all text in the same color. Inset imagery size is limited to 5% or less of the total page size. Do not use an inset image (or images) as the primary image. Use it to support the primary image. Use of multiple inset imagery is discouraged.

Illustration as an inset image on an ad.

Non-cut-out as an inset image on a brochure.

GE Energy

Convenience. Performance. Beauty. Harmony. The GE Profile Harmony™ clothes care system has frontload wash performance with topload convenience. The HydroWash™ system

Thinking about energy use in the future? Energy solutions from GE can keep you up and running. From determining requirements and providing temporary power to improving reliability of equipment and supporting you when you need it, our expert team will ensure all your unique needs are met. Contact your local GE Energy sales representative at 1-877-PWR-4RNT to learn how you can better use energy in the future. Or visit us online at www.gepower.com/rentals.

imagination at work

Direct Response Communications Version 2.0 Page 60

provides thorough, yet gentle, cleaning action. And the DuoDry™ system delivers unmatched drying performance. What’s more, with spacious stainless steel interiors, the Harmony clothes care system is the largest capacity pair available. There’s simply nothing quite like it.


6.07

Imagery: Improper Use

1.

Don’t use feathered edge photography on any material (envelopes, letters, brochures, etc.).

2.

Don’t use key lines around photographs.

3.

Don’t bleed non-cut-out images.

4.

Don’t use more than one image on DM components.

5.

Don’t use imagery that covers more than 50% of a DM component (e.g., front of brochure, front of envelope).

1.

2. and 3. GE Money

Convenient and Flexible

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

Dear Mr. Sample;

Dear Mr. Sample;

Introducing a smart financial 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.

Introducing a smart financial 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-qualified* 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 fill out. It just takes minutes to accept your account by calling 1-800-3633996. The funds can be deposited directly into your personal checking account. Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...it’s up to you!

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...it’s up to you! Sincerely,

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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

4.

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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

5.

Get up to $500 Cash Back when you renovate your kitchen with all new GE appliances.

Go to www.ge.com to enter before December 10th!

Direct Response Communications Version 2.0 Page 61

GE Money

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!


7.0 Tone of Voice 7.01 7.02 7.03

Overview Optimistic, Precise and Simple Improper Use

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7.01

Tone of Voice: Overview

Our direct response communications should be optimistic, precise and simple.

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7.02

Tone of Voice: Optimistic, Precise and Simple

optimistic A sense of optimism is central to our brand expression, and that sensibility leads to imaginative and innovative communications. While direct response can use language that creates urgency, negative selling techniques are not consistent with the GE Brand.

precise

Sample A. Sample, 123 Anystreet Anycity, NY, 10001

Precision is a dimension that reflects our engineering heritage and adherence to the principles of Six Sigma. Throughout our communications avoid jargon, unsubstantiated claims and verbose descriptions. Use clear, specific language, charts and imagery to explain features and benefits. Other graphic design devices and icons can direct a reader through a DR communication, making it easy to understand the benefit and desired action.

simple

Just 15 minutes of your time could save you up to $6,000 in monthly mortgage payments your first year. Dear Mr. Sample, We’re pleased to let you know that you’re pre-qualified for a home loan from GE Money that could save up as much as $6,000 in payments your first year. What would you do with all that extra cash? You could get started on a home renovation product, take a special vacation, or get that new car you’ve had your eye on ― its up to you.

Call us at 1-800-555-5555 today. Our loan process is easy, quick and hassle-free. Even if your credit is less than perfect, we can help you achieve your financial goals. There is no cost or obligation. After 15 minutes on the phone, we’ll immediately send you a customized loan solution.

Simplicity in our communications results in impact. It means presenting complex services and products in the clearest way we can, using proven DR techniques. Simplicity also means avoid cluttering DR communications with too many type, color and design devices.

We’re GE Money and we’ve helped thousands of people like you. For more than 125 years, GE has worked to earn the trust of its customers. Simplify your life ― check out what GE Money can do for you. Sincerely,

This letter conveys an optimistic tone. The benefits and required action are very precise. The tone, open design, and instructions for taking action reinforce simplicity. Direct Response Communications Version 2.0 Page 64

Dennis Murphy Director of Marketing GE Money, Home Loans P.S. Remember, you are pre-qualified. Call GE Money at 1-800-555-5555 for a personalized loan before this offer expires on August 20, 2006.


7.03

Tone of Voice: Improper Use

1.

Don’t use any play on words or sentences with the “imagination at work” tagline in DR copy.

2.

Don’t use “negative” imagery or negative selling copy to drive response.

2.

Don’t let this happen to you

1.

Exclusive Invitation...

to view our most imaginative appliance ever

imagination at work

Direct Response Communications Version 2.0 Page 65


8.0 DM Components 8.01 8.02 8.03 8.04 8.05 8.06 8.07

Introduction Envelopes Letters/Letterhead Forms Brochures, Postcards and Inserts Dimensional Mail Electronic Direct Response

Direct Response Communications Version 1.0 Page 66


8.01

DM Components: Introduction

Every component of a DR package has a role to play in driving response. Therefore it’s important to ensure you have flexibility in the guidelines for each component. At the same time, the combination of components, when viewed by the target prospect or customer, is an opportunity to create a GE branded “experience”. This section focuses on applying guidelines in imagery, design and typography to unique and specialized DR package components, from envelopes to enrollment forms.

imagination at work

You are pre-approved

GE Money Mr. Bob Smith V.P. Environmental Controls ABC Company 123 AnyStreet Anycity, NY, 10001

APR

7.99%

― one of our lowest

rates ever

Get a loan from the comfort of your home Dear Mr. Smith, Getting a loan can mean lining up, filling out forms and waiting days for a decision. Not with GE Money. We do the hard work for you ― and you don’t have to leave the comfort of your home. So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your children to university, it’s easier than you think with a personal loan from GE Money.

Our most valued customers qualify for one of our best rates ever ― 7.99% APR. Applying for a loan is easy, and once your loan has been approved, it’s easy to get your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT) payment directly to your bank account and the money is there – ready for you when you need it.

Three ways to apply ― by phone, online or mail back the enclosed application. Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also mail in the enclosed application (we’ve paid the postage for you). Sincerely,

Sara Brown Manager, GE Money P.S. This low 7.99% APR offer is extended to you until March 31st so please consider this offer soon.

imagination at work

Direct Response Communications Version 2.0 Page 67


8.02 Envelopes

Direct Response Communications Version 2.0 Page 68


8.02

Envelopes: Monogram

Location In most cases, the Monogram is placed in the top left corner on envelopes. However, for oversized and odd shaped envelopes, DR marketers may wish to apply the Monogram in the lower left corner as deemed appropriate. On envelopes only, DR marketers have the ďŹ&#x201A;exibility to omit the Monogram when there is a business reason for doing so. Refer to Section 2.0 Monogram for additional details on proper use and lock-up relationships with architecture components and tagline.

No monogram.

Monogram bottom left.

You are Pre-QualiďŹ ed. Save up to $6000.

Mr. Bob Smith Vice President ABC Company Anytown, NY 100001

Your customized loan solution is inside.

GE Money

Direct Response Communications Version 2.0 Page 69

Monogram top left.

Mr. Bob Smith Vice President ABC Company Anytown, NY 100001

Introducing a cleaner, greener power machine.


8.02

Envelopes: Typography

Copy Positioning Marketers have flexibility in choosing the appropriate type size for copy text on the envelope, starting at a minimum of 9 pt, but not exceeding 30% of the live area of the envelope.

Copy lines above window.

imagination at work

Exclusive Offer Just for You!

Note Call-outs and other appropriate design devices can be applied in addition to this rule, and do not make up part of the 30%. Always use GE Inspira for envelope copy. Copy can be left or center justified above or below the window, to the right of a window, or within a call-out. Center justification is acceptable on envelopes but should not be used for body copy on other applications such as letters. Do not set any type flush right on the envelope. Always adhere to the correct clear space and safety requirements around the Monogram (and architecture or tagline lock-up) and postal indicia.

Copy lines to the right of window.

imagination at work

Return address, P.O. Box or marketing text may appear on the back of the envelope flap (minimum 9pt size font).

Important Energy Savings Offer for Property Managers. Time sensitive. Call 1-800-363-3996 today.

Lasered Copy Where name and address is being lasered on an envelope (no window), it is assumed the font is GE Inspira, however if GE Inspira is unavailable any lasered font is acceptable. Font Style DR marketers can use bolding, italics, underlining and selected capitalization on envelopes. Avoid the use of more than two font styles.

Copy lines below window can be left justified or centered.

imagination at work

Smart. Simple. Flexible.

Copy centered and to the right of the window.

imagination at work

Save up to

20%

Direct Response Communications Version 2.0 Page 70


8.02

Envelopes: Color

Color Coverage DR marketers have tremendous flexibility in how they can use color (or do not use color) in envelope design based on what is best to drive response. • Envelopes can be white (no color, with or without copy, Monogram or architecture). • Envelopes can have full-bleed color, reverse-out Monogram and text, using approved GE colors (See Section 4.0 Color Palette). • Envelopes can have up to 50% color coverage with copy appearing in reverse-out, but if the Monogram is used, it must be reversed-out in white. Note that the only acceptable placement of a reverse-out Monogram is on a full color envelope, respecting the fact that DR specialists at GE may require extensive use of color to drive envelope open rates. • Color coverage should be in the same color as both text and Monogram. • Copy on color must always be reversed-out in white. In-Market Testing DR Marketers can engage in color exploration on envelopes to determine effective techniques in encouraging open rates in highly competitive markets. This can include both degree of color coverage and use of dual or multiple colors. The last example on this page illustrates a color test to explore varying degrees of coverage as current guidelines state color must be less than 50% of the live area or 100%, but nothing in between. All tests must be conducted in controlled environments where response can be compared to packages or components that are designed within the current brand guidelines.

Maintaining more than 50% white space, though the sidebar effectively draws attention to call-to-action.

Red bar highlights consumer benefit while maintaining 50% white space.

imagination at work

Reduce Energy Costs by

imagination at work

Save up to

The proven effective blue color differentiates the envelope, while staying within the GE Brand look and feel.

Color coverage is an optional design element.

20%.

Introductory Offer for Property Managers

20%

Save up to

20%

You are Pre-Approved

GE Money

Time sensitive Call 1-800-363-3996 today.

In-market test creative sample of an envelope with greater than 50% color coverage, but less than 100%.

Direct Response Communications Version 2.0 Page 71

Presorted Standard U.S. Postage

¿Por qué pagar tanto en el cuidado de la salud? Why pay full price for healthcare?

PAID

Downers Grove. IL Permit No. 236


8.02 Envelopes: Design Devices The use of call-out shapes can be a compelling technique to aid open rates. It offers you flexibility in highlighting a special offer, exclusivity or a response deadline. When considering call-outs, the design should be simple, organic and circular in keeping with the contemporary image of the GE Brand. Generic shapes used extensively by other companies such as triangle violators and starbursts are to be avoided. Numerous design alternatives are suggested here.

Violators in organic or circular shapes are encouraged.

pt

u ve Sa

%

20

It is recommended that the call-out shape (such as a circle) use the same color as the Monogram and copy, in keeping with the monochromatic use of color that is key in defining the GE Brand. Only one dominant call-out per envelope is permitted, but text can appear elsewhere on the envelope.

o

Triangular violators are discouraged.

imagination at work

Do not use horizontal key lines or lines from the historical Laser Line Program. Look to create organic shapes and call-outs to draw attention.

pt

eu av

S

Circular call-outs support the brand.

20

o

%

imagination at work

Save 20%

Call-out shapes that are widely used by other DR marketers, or associated with old fashioned DR are not allowed.

Direct Response Communications Version 2.0 Page 72

imagination at work

Save

20%


8.02 Envelopes: Design Devices (continued) The new GE Brand Guidelines for packaging provide inspiration for use of organic, circular designs to increase appeal of envelopes. Circular call-out devices anchored against a background color should always contain a feature, benefit or offer to drive open rates. For additional design flexibility, DR Marketers may apply radiating lines to circular call-outs in full color or tint and will provide consistency across branded communications in our businesses and product packages. Radiating lines should only be applied to circular objects. Color and tinted radiating lines.

Direct Response Communications Version 2.0 Page 73

Radiating lines in white on circular call-out.

Special Offer

Special Offer

see inside...

see inside...


8.02 Envelopes: Design Devices (continued) Additional examples of circular and organically-driven call-out devices.

Oval shape, copy on an angle.

Use of two GE Brand approved colors.

er al Off

i Specsee inside...

Variation on circular violator on full color envelope.

cial e p S r Offeide... s ee In

s

Direct Response Communications Version 2.0 Page 74

ial Spec r Offeide... see in

s

Radiating circular lines draw the eye to the call-out.

Special Offer

Save 20%


8.02 Envelopes: Design Devices (continued) Examples 1, 2 and 3 shown here, are other acceptable envelope call-out design approaches. Example 1 Creation of a seal graphic device with copy on a slight angle.

imagination at work

��� �������� ��� ��� ��������������� ���� ���

� �� ��� ��

Example 2 Use of arrow to drive action to open.

imagination at work

Save up to

20%

Example 3 Use of call-out on an envelope using less than 50% color coverage.

imagination at work

Special Offer Inside Direct Response Communications Version 2.0 Page 75


8.02 Envelopes: Imagery Use of cut-out or cropped imagery on envelopes is encouraged. Not only can it leverage recognition of GE print advertising and literature, it can be a powerful technique in ensuring the mail is opened instead of discarded.

Cropped photo.

Imagery should not cover more than 50% of the visible space on envelopes.

Cropped photo, top and bottom bleed.

imagination at work

Keep options in focus with Vision Care Advantage by GE.

Cropped photo, right side bleed.

imagination at work

Direct Response Communications Version 2.0 Page 76


8.02

Envelopes: Imagery (continued)

Illustrations Where required photography does not exist and/or where the entire creative positioning of a product or service uses illustrations across multi-media, the use of an illustration can be used on an envelope. Illustrations should comply with B2C and B2B Brand Advertising Guidelines.

Mr. Bob Smith Vice President ABC Company Anytown, NY 100001

Get Connected with this Special OďŹ&#x20AC;er.

Direct Response Communications Version 2.0 Page 77


8.02

Envelopes: Improper Use

1.

Don’t use copy that takes up more than 30% envelope space.

2.

Don’t right justify any copy.

3.

Don’t violate Monogram, postal indicia or architecture clear space.

4.

Don’t use more than two font style devices or font sizes.

5.

Don’t place copy in more than two locations around address window.

6.

Don’t use more than 50% color, unless 100% of the visible space.

7.

Don’t use horizontal lines to break copy on envelopes.

8.

Don’t use more than one color on an envelope.

9.

Don’t use any type size smaller than 9pt.

1.

2.

SAVE NOW! 3.

Save up to

50%

4. imagination at work

You are pre-qualified: Line of Credit Offer Inside

SAVE up to 50% Act before Dec. 1

You are pre-qualified

10. Don’t right justify the Monogram or the tagline. 5.

6. GE Money

Exclusive Invitation

SAVE 50% on selected items

Time sensitive Call 1-800-363-3996 today

Take action before March 31st

7.

8. GE Money

��� ���� ��� ��� ��� ����������������

��� ������� ��� ��

Time sensitive Call 1-800-363-3996 today.

9.

10. GE Money

imagination at work

Exclusive Offer Just for You Time sensitive

Call 1-800-363-3996 today.

Direct Response Communications Version 2.0 Page 78


8.02

Envelopes: Improper Use (continued)

11.

11. Don’t use call out shapes that are widely used by other DR marketers, or that are associated with old-fashioned DR.

12. imagination at work

Save

12. Don’t use full-bleed photography.

20%

13. Don’t use reverse-out on any other application except on a full color envelope, i.e., don’t put reverse-out text on photographs.

Save up to 20%

see inside

14. Don’t use more than one photo in combination. 15. Don’t use copy on an angle or multiple call-out devices more than once per side.

13.

14.

16. Don’t use any color other than white for negative application of the monogram and/or tagline on full-bleed color envelopes. 17. Don’t use radiating lines on call-out objects in any other shape than circles.

Exclusive Invitation

Enter to WIN a free kitchen makeover

18. Don’t use shapes on top of shapes. 19. Don’t use triangular violators. 20. Don’t use photography that covers more than 50% of the visible space.

15.

16. GE imagination at work

��� ���� ��� ��� ��� ����������������

Save

��� ������� ���

up to

��

o pt

20%

u ve Sa

% 20

17.

18. imagination at work

Special Offer

Special Offer Inside

Save 20% 19.

20. imagination at work

imagination at work

u ve Sa

pt

20

Direct Response Communications Version 2.0 Page 79

o

%


8.03 Letters/Letterhead

Direct Response Communications Version 2.0 Page 80


8.03 Letters/Letterhead: Monogram The Monogram can be placed in the header or the footer of a letterhead but must be left justified. Refer to Sections 2.0 Monogram and 3.0 Tagline for additional details on proper use and lock-up relationships with architecture components and tagline.

Monogram in footer.

Monogram in header.

GE Appliances Raymond Hulett 123 Anystreet Anytown, USA

Direct Response Communications Version 2.0 Page 81

GE Appliances Raymond Hulett 123 Anystreet Anytown, USA

Special Offer: Save 20%

Special Offer: Save 20%

Dear Raymond Hulett:

Dear Raymond Hulett:

The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract.

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract.

It’s called Service Protection Plus™ by GE and here are the benefits:

It’s called Service Protection Plus™ by GE and here are the benefits:

Comprehensive Coverage ― Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ― especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

Comprehensive Coverage ― Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ― especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

Professional, Reliable Service ― By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly ― at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

Professional, Reliable Service ― By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly ― at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

Sincerely,

Sincerely,

Stan Simpson Warranty Manager

Stan Simpson Warranty Manager

P.S. To immediately activate your offer, please complete the enclosed application or call 1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.

P.S. To immediately activate your offer, please complete the enclosed application or call 1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.


8.03

Letters/Letterhead: Typography

Font All copy on a letter (Johnson box, sidebar, letter body copy) should appear in GE Inspira. Alternate lasered fonts for body copy (e.g. Times) should not be used unless there are extenuating circumstances (e.g. preferred vendor cannot laser GE Inspira font within allowable budget for project). You can make full use of font styles to pull the reader through the letter: • Selective bolding of words within heads and paragraphs. • Selective use of italics and underlining. • Very limited use of capitalization. • Larger fonts for Johnson Box, sidebar copy, letter breakers. • Contrast letter body copy font in black with other copy in the monochromatic color selected. In-Market Testing Testing of alternate fonts is limited to handwritten fonts only. The use of a handwritten font on, or within, a component is only appropriate when performing comparative testing in select test markets, where the use of the handwritten font is drawing attention and stimulating response to a call-to-action, to highlight brand, product or service benefit or when appropriately used in a "personalized" message. GE marketers should avoid indiscriminate use of any alternate fonts in all direct communications. All copy in GE Inspira.

GE Money

GE Money

GE Money

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

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

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid.

**,w,†Please see the reverse side for important conditions to this offer.

Request up to $25,000 and be out of debt in as little as 36 months

Request up to $25,000 and be out of debt in as little as 36 months Dear Mr. Sample;

Dear Mr. Sample; Introducing a smart financial 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.

Direct Response Communications Version 2.0 Page 82

In-market test of a handwritten font as a personalized message in the post script.

Body copy in alternate font.

PNo annual fee

Funds can be deposited directly into your checking account

APR as low as P7.99% †

You can get out of debt in as little as 36 months

You are pre-qualified* 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 fill 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 flexible — you can customize your account by requesting the amount you need as well as the length of your repayment term.

lines PupCredit to $25,000

Use your account for anything you want

Introducing a smart financial 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.

Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

Dear Mr. Sample;

PNo annual fee

Funds can be deposited directly into your checking account

APR as low as P7.99% †

You can get out of debt in as little as 36 months

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

lines PupCredit to $25,000

Use your account for anything you want

Introducing a smart financial 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.

Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

PNo annual fee

Funds can be deposited directly into your checking account

APR as low as P7.99% †

You can get out of debt in as little as 36 months

lines PupCredit to $25,000

Use your account for anything you want


8.03

Letters/Letterhead: Typography (continued)

Justification Body copy should always be justified left, with no indenting. Johnson boxes, headlines and subheads can be justified left or centered. When necessary, they can be justified right providing flexibility to use top of letter real estate for the Johnson Box. Sidebars and call-outs should always be placed on the right side of letterhead to allow for copy to be justified left and to limit interference with the GE Brand.

Johnson Box left justified, call-out on right hand side. GE Money

Johnson Box right justified, sidebar on right side of letter.

Convenient and Flexible

GE Money

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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.

• No annual fee • APR as low as 7.99%† • Credit lines up to $25,000† Call Toll Free:

1-800-363-3996

Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! Sincerely,

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you needas well as the length of your repayment term.

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.

• No annual fee • You can get out of debt in as little as 36 months • APR as low as 7.99%†

If your goal is to eliminate $10,000 of debt, your strategy might be:

• Credit lines up to $25,000†

Requested Amount Repayment Term Monthly Payment

Request $10,000 Request 48 months $245 (based on a 7.99% APR)

• No prepayment penalty

Success!

You could be debt-free in 48 months!

Based on an APR of 7.99%w

Of course, the greatest flexibility 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 flexible...it’s up to you! Sincerely,

Scott Young Vice President, Personal Finance GE Money Bank

Direct Response Communications Version 2.0 Page 83

GE Appliances

Scott Young Vice President, Personal Finance GE Money Bank * If we determine that you no longer meet our selection criteria for this offer, 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 offer is no longer valid.

Convenient and Flexible

GE Money

ACT NOW TO RECEIVE

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

20% SAVINGS

1-800-626-2224 www.GEAppliances.com/spp Raymond Hulett 127 Southend Blvd. Lufkin, TX 75901-3927

Mr. B. Sample 123 Any Street Anytown, NY 12345

Dear Raymond Hulett:

Introducing a smart financial 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.

Dear Mr. Sample;

Introducing a smart financial 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.

Dear Mr. Sample;

Yes, it’s convenient ― there are no lengthy application forms to fill 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.

Letter with sidebar on left hand side.

Dear Mr. Sample;

Introducing a smart financial 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-qualified* 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.

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Letter with copy indented.

• Use your account for anything you want • Funds can be deposited directly into your checking account

The standard warranty covering your Hotpoint refrigerator expired quite some time ago. We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract called GE Service Protection Plus.

COMPREHENSIVE COVERAGE Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from GE, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

PROFESSIONAL, RELIABLE SERVICE By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

Coverage includes all expenses for functional replacement parts and labor

P Range P Refrigerator P Dishwasher P Dryer P Microwave

• No annual fee • You can get out of debt in as little as 36 months • APR as low as 7.99%† • Credit lines up to $25,000†

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you needas well as the length of your repayment term. If your goal is to eliminate $10,000 of debt, your strategy might be:

• No prepayment penalty

Requested Amount Repayment Term Monthly Payment

Request $10,000 Request 48 months $245 (based on a 7.99% APR)

• Use your account for anything you want

Success!

You could be debt-free in 48 months!

• Funds can be deposited directly into your checking account

Based on an APR of 7.99%w

Of course, the greatest flexibility 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 flexible...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.


8.03

Letters/Letterhead: Design Devices

Sidebars and reverse-out bars Sidebars should always appear on the right side of a letter to ensure it does not interfere with the layout of the brand and architecture lock-up. Sidebars can be reversed-out in white on a GE approved color, or separated from letter text with a vertical line. Copy alignment within sidebars and reverse-out bars (vertically positioned) are considered flexible within the DR marketers toolkit. Text can be aligned left, center, or right. Use of gradient color or tints in sidebars is acceptable if it is dark enough for reverse-out type. Setting sidebars within rounded, organic shapes is also acceptable. Sidebar colors should be the same as the Monogram for monochromatic branding consistency.

Reverse-out sidebar on right side of letter.

GE Money

Sidebar on right hand side, defined by a colored line.

Convenient and Flexible

GE Appliances

GE Money

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Get a Line of Credit from GE Money for up to

$25,000

Mr. B. Sample 123 Any Street Anytown, NY 12345 Mr. B. Sample 123 Any Street Anytown, NY 12345

Dear Mr. Sample; Introducing a smart financial 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-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you needas well as the length of your repayment term.

• No annual fee • You can get out of debt in as little as 36 months • APR as low as 7.99%†

Dear Mr. Sample; Introducing a smart financial 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.

• No annual fee

You are pre-qualified* 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 toconsolidate your bills and be out of debt in as little as 36 months.

• You can get out of debt in as little as 36 months

If your goal is to eliminate $10,000 of debt, your strategy might be:

• Credit lines up to $25,000†

Yes, it’s convenient ― there are no lengthy application forms to fill 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.

Requested Amount Repayment Term Monthly Payment

Request $10,000 Request 48 months $245 (based on a 7.99% APR)

• No prepayment penalty

Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Success!

You could be debt-free in 48 months!

Based on an APR of 7.99%w

Of course, the greatest flexibility 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 flexible...it’s up to you! Sincerely,

Scott Young Vice President, Personal Finance GE Money Bank * If we determine that you no longer meet our selection criteria for this offer, 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 offer is no longer valid.

Direct Response Communications Version 2.0 Page 84

• Use your account for anything you want • Funds can be deposited directly into your checking account

Rounded sidebar allows for creative flexibility within GE Brand guidelines.

Of course, the greatest flexibility 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 flexible...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.

• APR as low as 7.99%† • Credit lines up to $25,000† • No prepayment penalty • Use your account for anything you want • Funds can be deposited directly into your checking account

ACT NOW TO RECEIVE

20% SAVINGS

Gradient sidebar with bullets highlights features and important benefits to the consumer. GE Appliances

ACT NOW TO RECEIVE

20% SAVINGS

1-800-626-2224 www.GEAppliances.com/spp Mr. Bob Smith 123 Any Street Anytown, TX 00000-0000

Mr. Bob Smith 123 Any Street Anytown, TX 00000-0000

Dear Mr. Smith:

Dear Mr. Smith:

The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract. It’s called Service Protection Plus™ by GE and here are the benefits: • COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from GE, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind. • PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit! • IMMEDIATE ACTIVATION – If you return your completed application, or call tollfree 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.

Special Offer: Coverage on

4

major appliances for only

229.00

$

Call Toll Free

1-800-626-2224

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract called Service Protection Plus from GE.

Comprehensive Coverage Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

Professional, Reliable Service By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

1-800-626-2224 Coverage includes all expenses for functional replacement parts and labor

P Range P Refrigerator P Dishwasher P Dryer P Microwave


8.03

Letters/Letterhead: Design

Call-outs Circles and other shapes can be used to draw reader attention to the call-to-action or key benefits. Try to use no more than one design shape on a single page to maintain balance of white space with facts presented in the letter. These shapes should appear fluid and organic in design style to express our contemporary image. Violators on letterhead are in contrast to organic design and should be avoided.

Both these examples call out the offer, key features or benefits within fluid and organic shapes. GE Money

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Direct marketers may wish for greater flexibility in the use of callouts to distinguish direct communications from previous mailings and to draw attention to important product and service benefits or a call-to-action. Below, is a creative sample that shows the use of a sticky note, to highlight a call-to-action.

APR

7.99% one of our lowest

rates ever

Get a loan from the comfort of your home

Mr. B. Sample 123 Any Street Anytown, NY 12345

Dear Mr. Smith,

Dear Mr. Sample;

Call-outs should appear in the same color used as the Monogram, in keeping with monochromatic approach to color use.

GE Money Mr. Bob Smith V.P. Environmental Controls ABC Company 123 AnyStreet Anycity, NY, 10001

Introducing a smart financial 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-qualified* 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.

• No annual fee • APR as low as 7.99%† • Credit lines up to $25,000†

Yes, it’s convenient ― there are no lengthy application forms to fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Call Toll Free:

Of course, the greatest flexibility 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.

1-800-363-3996

Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!

Getting a loan can mean lining up, filling out forms and waiting days for a decision. Not with GE Money. We do the hard work for you ― and you don’t have to leave the comfort of your home. So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your children to university, it’s easier than you think with a personal loan from GE Money.

Our most valued customers qualify for one of our best rates ever ― 7.99% APR. Applying for a loan is easy, and once your loan has been approved, it’s easy to get your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT) payment directly to your bank account and the money is there – ready for you when you need it.

Three ways to apply ― by phone, online or mail back the enclosed application. Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also mail in the enclosed application (we’ve paid the postage for you).

Sincerely,

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.

Sara Brown Manager, GE Money P.S. This low 7.99% APR offer is extended to you until March 31st so please consider this offer soon.

imagination at work

Creative sample of the use of a sticky note on letterhead.

Triangular violators and hard-edge shapes are inconsistent with the GE Brand look and feel. GE Money

Convenient and Flexible

GE

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

0%

Raymond Hulett 127 Southend Blvd. Lufkin, TX 75901-3927

Mr. B. Sample 123 Any Street Anytown, NY 12345

ACT NOW TO RECEIVE up to 20% SAVINGS

Dear Mr. Sample; Introducing a smart financial 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-qualified* 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 fill 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.

• No annual fee • APR as low as 7.99%† • Credit lines up to $25,000†

Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Call Toll Free: 1-800-363-3996

Dear Raymond Hulett: The standard warranty covering your Hotpoint refrigerator expired quite some time ago. We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract. It’s called Service Protection Plus™ and here are the benefits: •

COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from GE, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

IMMEDIATE ACTIVATION – If you return your completed application, or call toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.

Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications Version 2.0 Page 85

Sa ve 2


8.03 Letters/Letterhead: Imagery Use of cut-out photography, square-cut photography or illustrations is consistent with the GE Brand. Square-cut photos should not bleed. Using feathered edges around a photo to fit in a designated space is not within the guidelines. Limit the use of photographs to one per letterhead.

Photo bleeds off page. GE Commercial Finance Mr. Bob Smith SVP ABC Company 123 Anystreet Anycity, CA 10001

We can help you bridge the gap.

Cropped photos. GE Energy

GE Money

Mr. B. Sample 123 Any Street Anytown, NY 12345

Refreshing ideas to save you time and money.

Introducing a smart financial 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.

Dear Mr. Smith,

Dear Mr. Smith, Energy Solutions by GE provides temporary water chilling and air conditioning rental solutions to help you meet your seasonal challenges.

We’re backed with local market exptertise, structuring flexibility, and the unmatched capital resources of the GE company.

It may be worth 15 minutes of your time to contact GE if any of these situations sound familiar:

- $15, 424,000 fixed rate acquisition financing for 10 years for the Village of the Four Seasons in San Jose, California. - $8,000,000 low leverage, fixed rate refinancing for 10 years for The Aspens in Avon, Colorado. So whatever your vision, GE would be pleased to talk to you about how we can get your deal done fast.

• • •

You’ve outgrown your process cooling capacity. You need supplemental comfort cooling due to expansion or change in process. Production capacity limitations are delaying a new product release.

Cooling solutions from GE can put control back in your hands. Please take a few minutes to look through the enclosed materials and then contact us to learn how we can customize a solution to save you time and money.

imagination at work

Direct Response Communications Version 2.0 Page 86

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...it’s up to you!

Sincerely

Bob Newton, Sales Manager Energy Solutions by GE

Lew Grace, Managing Director

Dear Mr. Sample;

Sincerely,

Please call me at 949.477.1545 or go online to gerealestate.com. Sincerely,

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Mr. John Smith V.P. ABC Company 123 Any Street Anytown, NY 10000

When determination alone can’t turn your vision into reality, GE Commercial Finance can provide assistance to bridge the gap between concept and completion.

In the Western United States we’ve recently tailored several significant transactions:

Square-cut photos.

P.S. You can contact a GE representative at 1-877-555-5555 or visit gepower.com/rentals.

imagination at work

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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.


8.03 Letters/Letterhead: Color On letterhead, white space should be 70% or more. Color bars can be used with the reverse-out text, but should not exceed 30% of letterhead space. Color should be used liberally throughout DR communications including letters. However, when it’s not cost effective, letters can appear without color. See Section 4.0 Color Palette for color use and guidelines. In-Market Testing DR Marketers can explore variations in color usage (such as the degree of color coverage or the use of dual or multiple colors) on letterhead to determine effective techniques that drive response. All tests much be conducted in controlled environment, in select markets, where response can be compared to packages and components that comply with current brand guidelines.

30% color use on letterhead points out “what’s in it for me” for the customer. GE Appliances

ACT NOW TO RECEIVE

20% SAVINGS Raymond Hulett 123 Anystreet Anytown, USA

Minimal use of color while still drawing attention to the offer as well as the GE Brand.

1-800-626-2224

Raymond Hulett 123 Anystreet Anytown, USA

Special Offer: Save 20% Dear Raymond Hulett:

Dear Raymond Hulett: The standard warranty covering your Hotpoint refrigerator expired quite some time ago. We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract. It’s called Service Protection Plus™ by GE and here are the benefits: • COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind. • PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit! • IMMEDIATE ACTIVATION – If you return your completed application, or call tollfree 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.

The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

Special Offer: Coverage on 4 major appliances for only

229.00

$

Call Toll Free

1-800-626-2224

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract. It’s called Service Protection Plus™ by GE and here are the benefits: •

Comprehensive Coverage ― Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ― especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

Professional, Reliable Service ― By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly ― at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

Sincerely,

Stan Simpson Warranty Manager P.S. To immediately activate your offer, please complete the enclosed application or call 1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.

Direct Response Communications Version 2.0 Page 87


8.03

Letters/Letterhead: Improper Use

1.

Don’t use more than one photo per letterhead.

2.

Don’t use feathered-edge photos.

3.

Don’t indent paragraph copy.

4.

Don’t use hard-edged call-out shapes. Opt instead for circular, organic shapes.

1.

2.

3. GE Money

Dream Kitchen Sweepstakes Mr. B. Sample 123 Any Street Anytown, NY 12345

Enter to Win

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Mr. B. Sample 123 Any Street Anytown, NY 12345

Dear Mr. Sample; Introducing a smart financial 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.

At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

You are pre-qualified* 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.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Yours faithfully/sincerely

Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to accept your account by calling 1-800-3633996. The funds can be deposited directly into your personal checking account. Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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.

Martyn Durran Head of Sales P.S. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna

Direct Response Communications Version 2.0 Page 88

GE Appliances

GE Money

ACT NOW TO RECEIVE

20% SAVINGS

1-800-626-2224 www.GEAppliances.com/spp

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

Dear Mr. Sample;

Dear Mr. Sample, Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

4.

* If we determine that you no longer meet our selection criteria for this offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

Introducing a smart financial 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.

Dear Mr. Sample: The standard warranty covering your Hotpoint refrigerator expired quite some time ago. We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract called GE Service Protection Plus.

COMPREHENSIVE COVERAGE Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ― especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from GE, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

PROFESSIONAL, RELIABLE SERVICE By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly ― at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

Coverage includes all expenses for functional replacement parts and labor

P Range P Refrigerator P Dishwasher P Dryer P Microwave

You are pre-qualified* 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 fill 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.

• No annual fee • APR as low as 7.99%† • Credit lines up to $25,000†

Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Call Toll Free: 1-800-363-3996

Of course, the greatest flexibility 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 flexible...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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.


8.03

Letters/Letterhead: Improper Use (continued)

5.

Don’t use flags or violators on letters.

6.

Don’t use more than one color on letterhead, unless using photography.

7.

Don’t use any alternate fonts.

8.

Don’t position sidebars on the left side of letters.

5.

6. GE

Sa ve 2

7.

8.

GE Industrial

Raymond Hulett 127 Southend Blvd. Lufkin, TX 75901-3927

ACT NOW TO RECEIVE up to 20% SAVINGS Dear Raymond Hulett: The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

Raymond Hulett 127 Southend Blvd. Lufkin, TX 75901-3927

Mr. B. Sample 123 Any Street Anytown, NY 12345

ACT NOW TO RECEIVE up to 20% SAVINGS The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

Dear Mr. Sample; Introducing a smart financial 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.

It’s called Service Protection Plus™ and here are the benefits:

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract.

It’s called Service Protection Plus™ and here are the benefits:

We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special opportunity at a special price to protect your refrigerator with a service contract.

COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from GE, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind. PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit!

IMMEDIATE ACTIVATION – If you return your completed application, or call toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.

COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition – especially as they grow older. Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from GE, you receive service as often as you need it. Your coverage includes all expenses for functional replacement parts and labor on repairs to operating components that fail during normal use, with no deductibles or fees of any kind.

R OFFE

FFER IAL O 4 SPEC 0-626-222 .com

1-80 ppliances .GEA www

PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract, you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to repair your brand and model of major appliance or electronics. They use advanced diagnostic tools and only quality replacement parts, so most repairs are completed in just one visit! IMMEDIATE ACTIVATION – If you return your completed application, or call toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.

You are pre-qualified* 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.

IAL 4 Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes SPEC 0-626-222 .com minutes to accept your account by calling 1-800-363-3996. The funds can be 0

es

1-8 pplianc .GEA www

deposited directly into your personal checking account.

Yes, it’s flexible — you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...it’s up to you! Sincerely,

Dear Mr. Sample; Introducing a smart financial 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.

• No annual fee

PNo annual fee

Funds can be deposited directly into your checking account

APR as low as P7.99% †

You can get out of debt in as little as 36 months

lines PupCredit to $25,000

Use your account for anything you want

• You can get out of debt in as little as 36 months • APR as low as 7.99%† • Credit lines up to $25,000†

You are pre-qualified* 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 fill 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 flexible ― you can customize your account by requesting the amount you needas well as the length of your repayment term. If your goal is to eliminate $10,000 of debt, your strategy might be:

• No prepayment penalty

Requested Amount Repayment Term Monthly Payment

Request $10,000 Request 48 months $245 (based on a 7.99% APR)

• Use your account for anything you want

Success!

You could be debt-free in 48 months!

• Funds can be deposited directly into your checking account

Based on an APR of 7.99%w

Of course, the greatest flexibility 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 flexible...it’s up to you! Sincerely,

Scott Young Vice President, Personal Finance GE Money Bank

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.

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 offer, 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 offer is no longer valid. **,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications Version 2.0 Page 89

It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and flexibility you need to do it all!

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

Dear Raymond Hulett:

Convenient and Flexible

GE Money

GE Money

0%


8.04 Forms

Direct Response Communications Version 2.0 Page 90


8.04

Forms

Monogram The guidelines in this section, in addition to those already stated, apply to enrollment forms, customer statements and all other types of direct response forms. The Monogram should appear top left or bottom left on all stand-alone forms. When the form is a tear-off element of a letter or brochure, only one Monogram can appear on the entire piece. Please see Section 2.0 for more details on Monogram use.

Only one Monogram can appear. GE Money Line of Credit GE Money

Monogram on both letter and tear-off form is not allowed. GE Money Line of Credit GE Money

Convenient and Flexible

and ― Flexible It’s the Line ofConvenient Credit from GE Money a personal It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and line of credit with the convenience and flexibility you need to doititall! all! flexibility you need to do

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. B. Sample 123 Any Street Anytown, NY 12345

Mr. fee Sample; No Dear annual

Youconsolidating can get out your credit card bills or taking a dream vacation, you can now make it happen. You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a of debt in as little variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills as 36 Youmonths are pre-qualified* forand a Line of Credit Money ― with a credit line up to $25,000† be out of debtfrom in as GE little as 36 months. • No annual fee

Introducing a smart financial 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. Introducing a smart financial option specially designed for you. Whether you are thinking about

and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your

Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to

of debt in as little as 36 months. † APRbills as and low be as out 7.99% • You can get out accept your account by calling 1-800-363-3996. The funds can be deposited directly into your personal of debt in as little Yes, it’s convenient ― there are nochecking lengthy account. application forms to fill out. It just takes minutes to • Credit linesyour account by calling accept 1-800-363-3996. The funds can beaccount deposited directly into Yes, it’s flexible ― you can customize your by requesting theyour amount you needas 36 months † personal checking account. up to $25,000 as well as the length of your repayment term. • APR as low as 7.99%† your goalyour is to account eliminateby $10,000 of debt, requesting the amount you needas well as Yes, it’s flexible ― you can Ifcustomize • No prepayment your strategy might be: the length of your repayment term. Requested Repayment Term (months) penalty lines 36 • Credit 48 60 Amount If your goal is to eliminate $10,000 of debt, monthly payment amount up to $25,000† Requested Amount Request $10,000 your strategy might be: $612 $509 $25,000 $786 • Use your account Repayment Term Request 48 months $15,000 $472 $367 $305 Requested Amount RequestPayment $10,000 Monthly $245 (based on a 7.99% APR) $10,000 $315 • No $245 $204 for anything prepayment Repayment Term Request 48 months $5,000 $157 $122 -you Monthly want Payment penalty Success! You could be debt-free in 48 months! $245 (based on a 7.99% APR) •

Based on an APR of 7.99%

Success! You could be debt-free in 48 months! Based on an APR of 7.99% Funds can be • Use your account Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your deposited directly for anything debt, take vacation, cover unexpected up to you. And, as you pay down your course, the greatest flexibility is ina what youorchoose to do with expenses...it’s your funds. Consolidate your you want intoOfyour checking account, additionalexpenses...it’s funds are available yourAnd, future debt, take a vacation, or cover unexpected up toforyou. as needs. you pay down your account account, additional funds Call are 1-800-363-3996 available for your future needs. now to accept your account. It’s convenient, it’s flexible...it’s up to you! • Funds can be Call 1-800-363-3996 now Sincerely, to accept your account. It’s convenient, it’s flexible...it’s up to you! deposited directly into your checking Sincerely, account w

Mr. fee Sample; No Dear annual

Youconsolidating can get out your credit card bills or taking a dream vacation, you can now make it happen. You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a of debt in as little variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills as 36 Youmonths are pre-qualified* forand a Line of Credit Money ― with a credit line up to $25,000† be out of debtfrom in as GE little as 36 months. • No annual fee

Introducing a smart financial 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. Introducing a smart financial option specially designed for you. Whether you are thinking about

and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your

Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to

of debt in as little as 36 months. † APRbills as and low be as out 7.99% • You can get out accept your account by calling 1-800-363-3996. The funds can be deposited directly into your personal of debt in as little Yes, it’s convenient ― there are nochecking lengthy account. application forms to fill out. It just takes minutes to • Credit linesyour account by calling accept 1-800-363-3996. The funds can beaccount deposited directly into Yes, it’s flexible ― you can customize your by requesting theyour amount you needas 36 months † personal checking account. up to $25,000 as well as the length of your repayment term. • APR as low as 7.99%† your goalyour is to account eliminateby $10,000 of debt, requesting the amount you needas well as Yes, it’s flexible ― you can Ifcustomize • No prepayment your strategy might be: the length of your repayment term. Requested Repayment Term (months) penalty lines 36 • Credit 48 60 Amount If your goal is to eliminate $10,000 of debt, monthly payment amount up to $25,000† Requested Amount Request $10,000 your strategy might be: $612 $509 $25,000 $786 • Use your account Repayment Term Request 48 months $15,000 $472 $367 $305 Requested Amount RequestPayment $10,000 Monthly $245 (based on a 7.99% APR) $10,000 $315 • No $245 $204 for anything prepayment Repayment Term Request 48 months $5,000 $157 $122 -you Monthly want Payment penalty Success! You could be debt-free in 48 months! $245 (based on a 7.99% APR) •

Based on an APR of 7.99%

Success! You could be debt-free in 48 months! Based on an APR of 7.99% Funds can be • Use your account Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your deposited directly for anything debt, take vacation, cover unexpected up to you. And, as you pay down your course, the greatest flexibility is ina what youorchoose to do with expenses...it’s your funds. Consolidate your you want intoOfyour checking account, additionalexpenses...it’s funds are available yourAnd, future debt, take a vacation, or cover unexpected up toforyou. as needs. you pay down your account account, additional funds Call are 1-800-363-3996 available for your future needs. now to accept your account. It’s convenient, it’s flexible...it’s up to you! • Funds can be Call 1-800-363-3996 now Sincerely, to accept your account. It’s convenient, it’s flexible...it’s up to you! deposited directly into your checking Sincerely, account w

Scott Young Vice President, Personal Finance

Scott Young Vice President, Personal Finance

Scott Young GE Money Bank 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

Scott Young GE Money Bank 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

P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. directly into your checking account. * *If we determine

P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. directly into your checking account. * *If we determine

into your checking account.

into your checking account.

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 offer is no longer valid. **, ,†Please see the reverse side for important conditions to this offer.

PHONE-IN PHONE-IN

Call Toll Free Call Toll Free 1-800-363-3996

1-800-363-3996 Monday - Friday: 10 AM - 9 PM (EST)

Saturday: 10 AM - 6 PM (EST) Monday - Friday: 10 AM - 9 PM (EST) Saturday: 10 AM - 6 PM (EST)

A GE Money specialist is waiting for A GE Money your request. specialist is waiting for your request.

Or complete the information at right and mail in the envelope. Or complete theenclosed information at right and mail in the enclosed envelope.

PHONE-IN PHONE-IN

REQUESTED AMOUNT †

REQUESTED REPAYMENT TERM † 24 36 48

SOCIAL SECURITY NUMBER

DATE OF BIRTH (MM/DD/YY)

HOME PHONE

WORK PHONE

TOTAL HOUSEHOLD INCOME*

PROVIDE A 4-DIGIT SECURITY CODE

60

72

84 (months)

BEST TIME TO CALL (HH:MM)

am

pm

CELL / OTHER PHONE WHERE WE MAY CALL YOU DO YOU: own

rent

other

DATE

Call Toll Free Call Toll Free 1-800-363-3996

1-800-363-3996 Monday - Friday: 10 AM - 9 PM (EST)

Saturday: 10 AM - 6 PM (EST) Monday - Friday: 10 AM - 9 PM (EST) Saturday: 10 AM - 6 PM (EST)

A GE Money specialist is waiting for A GE Money your request. specialist is waiting for your request.

Or complete the information at right and mail in the envelope. Or complete theenclosed information at right and mail in the enclosed envelope.

PR-LtrB7-06/05

MAIL-IN MAIL-INACCEPTANCE ACCEPTANCEFORM FORM

Yes, you can accept accept now, your account now, it takes takes just just minutes! minutes! it

All requested information must be completed and is subject to verification. Alimony, child support or separate maintenance income need not be disclosed unless relied upon for credit. I ask GE Money Bank to open my account and extend credit as requested. I agree my account will be governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you send me, or I request a direct deposit of funds to my bank account, I will be agreeing to these terms. I understand that the Agreement contains an arbitration provision which may substantially limit my rights in the event of a dispute, including my right to litigate in court or have a jury trial, discovery and appeal rights, and the right to participate as a representative or member in a class action. Please see reverse side for important rates, fees, and other cost information. Federal law requires us to obtain, verify and record information that identifies you when you open an account. We will use your name, address, date of birth, and other information for this purpose.

SIGNATURE

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 offer is no longer valid. **, ,†Please see the reverse side for important conditions to this offer.

PR-LtrB7-06/05

MAIL-IN MAIL-INACCEPTANCE ACCEPTANCEFORM FORM

Yes, you can accept accept now, your account now, it takes takes just just minutes! minutes! it

Direct Response Communications Version 2.0 Page 91

Convenient and Flexible

and ― Flexible It’s the Line ofConvenient Credit from GE Money a personal It’s the Line of Credit from GE Money ― a personal line of credit with the convenience and line of credit with the convenience and flexibility you need to doititall! all! flexibility you need to do

REQUESTED AMOUNT †

REQUESTED REPAYMENT TERM † 24 36 48

SOCIAL SECURITY NUMBER

DATE OF BIRTH (MM/DD/YY)

HOME PHONE

WORK PHONE

TOTAL HOUSEHOLD INCOME*

PROVIDE A 4-DIGIT SECURITY CODE

60

72

84 (months)

BEST TIME TO CALL (HH:MM)

am

pm

CELL / OTHER PHONE WHERE WE MAY CALL YOU DO YOU: own

rent

other

All requested information must be completed and is subject to verification. Alimony, child support or separate maintenance income need not be disclosed unless relied upon for credit. I ask GE Money Bank to open my account and extend credit as requested. I agree my account will be governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you send me, or I request a direct deposit of funds to my bank account, I will be agreeing to these terms. I understand that the Agreement contains an arbitration provision which may substantially limit my rights in the event of a dispute, including my right to litigate in court or have a jury trial, discovery and appeal rights, and the right to participate as a representative or member in a class action. Please see reverse side for important rates, fees, and other cost information. Federal law requires us to obtain, verify and record information that identifies you when you open an account. We will use your name, address, date of birth, and other information for this purpose.

SIGNATURE

DATE


8.04 Forms: Design The simplicity of GE’s brand characteristics can be brought to life in forms and statements. Forms should provide simple, precise instructions to make it easy for the target audience to understand and respond to. Reverse-out bars and tinted bars can be used to increase readability and make it easy to separate and view information. The monochromatic use of color should apply to forms as much as possible, and the color selected should match other components of the DR package.

o day t o t y l App E 10% SAV

Service Protection Plus by GE

Typography Always use GE Inspira for headlines, subheads and main body copy.

worry about missing a payment. Your fee is paid automatically through your checking account P orNever credit card. P Unlimited service calls from specially trained technicians. P You pay nothing for repairs to operating components that fail during normal use. P Apply today with our easy 3-step process.

Headlines and Subheads Headlines and subheads can be justified left or centered. Don’t set any headlines or subheads on forms flush right.

Please complete and mail back this contract application to:

Body copy All instructional body copy text on forms should appear in GE Inspira font. Body copy should never be larger than headlines or subheads. For space considerations, an alternative sans serif font can be used within data capture sections of forms. Legal or mice type copy smaller than 9 pt should appear in GE Inspira however, when deemed appropriate, an alternate sans serif font can be used.

Service Address: Dan Steen 80 Washington PL Ridgewood, NJ, 07450

Step One: Select Products to be Covered Product Dishwasher Microwave

Model # 12345 67891

Price for 1 Year Plan $56.95 $35.95

Discount $51.95 $29.95

Step Two: Select Length of Coverage One Year Two Year Three Year

3 paymenst of $XX 3 payments of $XX 3 payments of $XX

OR OR OR

Total $XX.XX Total $XX.XX Total $XX.XX

Step Three: Select Payment of Your Choice Credit Card Bill my credit card Check Enclosed is my check or money order.

Use of color and white space are effective at laddering a consumer through the information in a clear and simple manner. Direct Response Communications Version 2.0 Page 92

Visa Card #

Mastercard

Discover Expires

/

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.


8.04 Forms: Design (continued) The examples below show flexibility in using color and fonts in form design to make it easier for customers to understand and complete forms, while still reinforcing the GE Brand. Examples 2,3 and 4 all utilize GE Inspira for heads, subheads and instructional copy and a more condensed Sans Serif font in data capture sections. These examples also show options in how color and tinting can be applied.

Example 1 Subheads are not in GE Inspira. Drop shadow boxes are not appropriate for the GE brand.

Loan Agreement Form

Example 2 Use of rounded edges on boxes, heads and subheads in GE Inspira, left justified.

Loan Agreement Form

Agreement No. Ref: Customer No:

Regulated by the Consumer Credit Act, 2006. Email: loansireland@ge.com www.gemoney.ie

1 1

Your Information

Name 1

Occupation

Address

Length of time in current employment? Years Phone (h)

Residential Status: Homeowner

Tenant

Length of time at address Years

Living with Parents Months

Your Information

Date of Birth

Widowed

Tenant

Length of time at address Years

Can we contact you at work? YES Married

NO

Separated

Living with Parents Months

Work Address

Mortgage/Rent:

per month

Other Loans:

per month

Work Address

2

(w)

Date of Birth

Your Loan Details

Marital Status: Single

Married

Separated

per month

1. Amount of Credit Limit 2. Period of Agreement

Months Monthly

Months Monthly

Other Loans:

per month

Variable

Variable

Customer Signature

4

Date

/

Monthly Premium

Electronic Funds Payment Option

Customer Signature

Direct Response Communications Version 2.0 Page 93

/

/

per month

Other Loans:

per month

Length of time at address Years

2

3

Payment Protection Plan

Customer Signature

4

Date

/

/

Regulated by the Consumer Credit Act, 2006. Email: loansireland@ge.com www.gemoney.ie

Monthly

Mortgage/Rent:

per month

NO

Separated

Other Loans:

per month

Your Loan Details Without Payment Protection Months Monthly

Months Monthly

6. Number of Repayment Instalments

Variable

Variable

8. Interest Rate

Variable

Variable

NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.

3

Payment Protection Plan

Please indicate the level of cover required: i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state) OR

ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)

You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.

You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.

Customer Signature

Customer Signature

Date

/

/

Monthly Premium

4

4. Electronic Funds Payment Option /

Widowed

7. Total Amount Advanced

8. Interest Rate

NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.

i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)

/

Married

Purpose of this Loan

3. Frequency of Repayment Instalments

Monthly

OR

Date

Marital Status: Single

2. Period of Agreement

ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)

Monthly Premium

Months (m)

Can we contact you at work? YES

With Payment Protection

Months

Please indicate the level of cover required:

Electronic Funds Payment Option

Salary (w)

Date of Birth

1. Amount of Credit Limit

Months

3. Payment Protection Plan

You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.

Months

Without Payment Protection

2. Period of Agreement

6. Number of Repayment Instalments Variable

Living with Parents

Work Address

7. Total Amount Advanced Variable

Tenant

Work Name

4. Amount of Each Instalment

Customer Signature

Date

Mortgage/Rent:

5. APR

If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).

If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).

Separated

Purpose of this Loan

3. Frequency of Repayment Instalments

OR

/

Widowed

Residential Status: Homeowner

4. Amount of Each Instalment

i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)

You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.

Married

NO

5. APR

ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)

ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)

Marital Status: Single

Occupation

Length of time in current employment? Years Phone (h)

(m)

Can we contact you at work? YES

4. Amount of Each Instalment

Payment Protection Plan OR

Months

(w)

Date of Birth

Address

5. APR

Please indicate the level of cover required: i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)

Length of time at address Years

Living with Parents

With Payment Protection

Please indicate the level of cover required:

3

Tenant

Agreement No. Ref: Customer No:

Your Information

Name

Months

1. Amount of Credit Limit Months Monthly

7. Total Amount Advanced

8. Interest Rate

Residential Status: Homeowner

Without Payment Protection Months

Monthly

NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.

NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.

Salary

2. Your Loan Details

8. Interest Rate

6. Number of Repayment Instalments

Length of time in current employment? Years

Work Address

6. Number of Repayment Instalments

4. Amount of Each Instalment 5. APR 7. Total Amount Advanced

Occupation

Work Name

Your Loan Details

3. Frequency of Repayment Instalments

3. Frequency of Repayment Instalments

Widowed

Mortgage/Rent:

2. Period of Agreement

Without Payment Protection

1

Name

Phone (h) NO

1. Amount of Credit Limit

With Payment Protection

Loan Agreement Form

Address

(m)

Can we contact you at work? YES

With Payment Protection

2

Months

Purpose of this Loan

Work Name

Purpose of this Loan

Work Name

Salary

Example 4 Use of 15% tint to focus attention on sections to be filled out.

Agreement No. Ref: Customer No:

1. Your Information Occupation

Length of time in current employment? Years

Residential Status: Homeowner

(m)

Loan Agreement Form

Name 1

Phone (h)

(w)

Marital Status: Single

Agreement No. Ref: Customer No:

Address Salary Months

Example 3 Limited use of reverse-out bars makes it simple for consumers to see different sections of the form. Use of alternate line shading (up to 15% tint) increases ease of readability.

If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).

Customer Signature

Regulated by the Consumer Credit Act, 2006. Email: loansireland@ge.com www.gemoney.ie

Date

/

/

Date

/

/

Monthly Premium

Electronic Funds Payment Option

If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).

Customer Signature Regulated by the Consumer Credit Act, 2006. Email: loansireland@ge.com www.gemoney.ie

Date

/

/


8.05 Brochures, Postcards and Inserts

Direct Response Communications Version 2.0 Page 94


8.05 Brochures, Postcards and Inserts: Monogram The Monogram must be justiďŹ ed left and placed either on the bottom or top of brochures and other inserts. Refer to Sections 2.0 Monogram and 3.0 Tagline for additional details on proper use and lock-up relationships with architecture components and tagline.

Monogram top left.

Monogram bottom left.

Service Protection Plus by GE

BeneďŹ t from adding on.

Direct Response Communications Version 2.0 Page 95

Spend time with each other. Not a repair man.


8.05

Brochures, Postcards and Inserts: Typography

Headlines and Subheads Always use GE Inspira for headlines. It is suggested that GE Inspira regular be used, reserving bolding for key words instead of bolding an entire headline or subhead. Headers should be presented in the same color as the Monogram. You have flexibility to present a call-to-action (such as a URL) in whatever font size is reasonable for the brochure, to ensure it draws the eye of the reader. Body Copy All body copy text in brochures and other inserts should appear in GE Inspira font. The minimum size is suggested at 10 pt. Use of handwritten font or elegant invitation fonts should not be used in brochures. Body copy in brochures and on other inserts should always be justified left. Do not center or right justify copy. Do not indent paragraphs. You have flexibility to indent bullet points or design spacing of copy to increase readability. Body copy should never be larger than headlines or subheads. See Literature Brand Expression Guidelines for more body copy details. Legal Copy Terms and conditions can be provided in GE Inspira or an alternate Sans Serif font. Please refer to Section 5.0 on Typography for details.

Example of a brochure cover and inside page.

Service Protection Plus by GE

Spend time with each other. Not a repair man.

Service Protection Plus by GE When your appliances break, you want a repair man to arrive fast, repairs to be completed in one visit, and you want the lowest cost. That’s why GE introduced Service Protection Plus.

One dishwasher repair could cost up to $300. With Service Protection Plus by GE, you would save $200 on the repair.

Call today to save an extra 10%

1.800.555.5555 or visit

geappliances.com/services Direct Response Communications Version 2.0 Page 96


8.05

Brochures, Postcards and Inserts: Design

Reverse-Out Bar Applications Our traditional gray bar graphic device was created to contain supplementary but necessary information relating to legal, mandatory or country specific information. In direct response applications, DR marketers have the flexibility of using horizontal reverse-out bars for motivating conversion or influencing call-to-action. Maintain correct clear space between the Monogram and any lock-up relationships. Always use GE Inspira for copy within the reverse-out bar. Reverse-out copy in white against a color within the GE approved color palette. Marketers have flexibility to use a font size of their choice provided it is appropriate and blends well with the overall design of the package components. Horizontal reverse-out bars may be located across the top or bottom of brochures, inserts or postcards and can cover a maximum of 30% of the total size of the component.

Reverse-out bar with call-to-action.

GE Money

Get a loan from the comfort of your home.

Colored reverse-out horizontal bars on letterhead should be avoided. For proper use of traditional Gray Bar applications, refer to the Advertising Guidelines on Brand Central.

1-888-555-5555 Direct Response Communications Version 2.0 Page 97


8.05

Brochures, Postcards and Inserts: Design (continued)

Postcard Design In DR, the front of a postcard should leverage the typography and imagery guidelines to make it instantly recognizable as GE, while also offering creative flexibility. The Monogram (and architecture levels 1, 2 and/or 3) does not have to appear on the front of a postcard but it must appear on at least one side. The Monogram may also appear on both the front and back of a component. Monogram and headlines should be monochromatic. Black text may be used for copy if it is being lasered or there are plate changes for localization of messages and contacts.

Solution Platform is introduced on front of postcard while the Monogram and tagline appear on the back. Trailer Fleet Services by GE

U.S. Postage Paid

Dear Mr. Sample,

Have your trailers been diagnosed recently?

An annual check up on your trailer fleet can help you: - Put the right mix of trailers on the road - Keep the fleet productive and profitable - Stay flexible in today’s business environment

Mr. Bob Sample Manager Fleet Services 123 Anystreet Anytown, NY, 10001

Trailer Fleet Services by GE can help. Call 1.800.555.5555 or visit www.getrailerservices.com.

imagination at work

GE Brand architecture appears on the front of this postcard while the Monogram and tagline are printed on both the front and the back. GE Energy

In emissions testing, accuracy is everything.

U.S. Postage Paid

Accuracy is everything Energy Solutions from GE, through its acquisition of BHA Group, now offers a full range of emission testing services. To find out more: 1. Call 1.800.555.5555 2. Go online to www.ge.energy.com 3. Email bob@geenergy.com

imagination at work

Direct Response Communications Version 2.0 Page 98

imagination at work

Mr. Bob Sample VP Environmental ABC Company 124 Anystreet Anytown, NY, 10001


8.05

Brochures, Postcards and Inserts: Charts

Typography All copy should be presented in GE Inspira. Bolding, italics, capitalization and highlighting are design devices that can be used in direct response. Don’t use more than 4 font styles on these types of components to avoid clutter. Copy can be centered or justified in any way necessary to clearly present information. “Highlighting” techniques can be used to draw the reader’s eye to very specific points and differentiated benefits (e.g., savings). Color Charts should have a dominant color that matches the Monogram and headlines. But both tints and secondary colors can be used from the approved GE color palette to break up heavy copy for easy navigation of information. In-Market Testing Testing of alternate fonts is limited only to handwritten fonts. The use of handwritten fonts on an insert, such as a lift note, is appropriate in select test markets where it is intended to stimulate call-to-action, to highlight important product or service benefits or as a “personalized message” to encourage response. Tests should be limited to where results can be compared against creative that complies with current brand guidelines.

Preferred use of color on chart to increase readability.

Simplify your life... Debt

Total of Balance

Total Monthly Payments

Credit Card Personal Unsecured Bank Loan Department Store Credit Card Auto Loan Home Improvement Loan First Mortgage

$5,267 $8,996 $3,400 $12,400 $7,937 $110,000

$105 $209 $68 $292 $105 $769

Total Before

$148,000

$1,548

Total After GE Money Loan Solution

$155,000

$1.030

<

$1,548

$1,030

In-market test sample of a handwritten lift note.

Current Monthly Payment

(1) (2) (3) (4) (5) (6) (7)

Total Monthly Payment After Home Loan from GE Money

Here’s an example of what one of our loan solutions could mean to your monthly bottom line.

Debt Credit Card Personal Unsecured Bank Loan Department Store Credit Card Auto Loan Home Improvement Loan First Mortgage

©2005 GE Money Bank GE Money is a trade name for GE Money Bank Member FDIC

$148,000

$1,548

$155,000

$1.030

$1,548

Save $518 per month $1,030

Current Monthly Payment

PR PQ-O6O5-L

Total Monthly Payments $105 $209 $68 $292 $105 $769

Total Before

Other programs may lower your payments even more!

The Bank Card payment is based on APR of 13.00% The Personal Unsecured Bank Loan payment is based on an APR of 13.98% The Department Store Credit Card payment is based on an APR of 20.65% The Auto Loan payment is based on an APR of 6.16% The Home Improvement Loan payment is based on an APR of 9.92% The First Mortgage Loan payment is based on an APR of 7.50%, GE Money does not escrow tax and insurance payments. GE Money loan payment example: On a loan of $155,000 (which includes $4,995 closing costs fees financed and $2,005 cash-out, 30 year (360 payments), first mortgage of 7.31% APR nominal rate of 6.99%, monthly payments would be $1,030.18 (principal and interest only), assuming home has $45,000 additional equity.

Total of Balance $5,267 $8,996 $3,400 $12,400 $7,937 $110,000

Total After GE Money Loan Solution

Save $518 per month ― that’s over $6,000 in monthly payments the first year!

Rates are shown for illustration purposes only. The rate for which you qualify will be based on your current financial situation. While the monthly payment may be lower, the term of the loan may be longer than the current terms of the loans being consolidated.

Direct Response Communications Version 2.0 Page 99

Simplify your life...

Here’s an example of what one of our loan solutions could mean to your monthly bottom line.

Indiscriminate use of alternate fonts is discouraged and GE Inspira should be used in all direct communications.

GE Money

Use of lines in chart and use of too many colors detracts from the GE look and feel.

(1) (2) (3) (4) (5) (6) (7)

Total Monthly Payment After Home Loan from GE Money

Other programs may lower your payments even more!

The Bank Card payment is based on APR of 13.00% The Personal Unsecured Bank Loan payment is based on an APR of 13.98% The Department Store Credit Card payment is based on an APR of 20.65% The Auto Loan payment is based on an APR of 6.16% The Home Improvement Loan payment is based on an APR of 9.92% The First Mortgage Loan payment is based on an APR of 7.50%, GE Money does not escrow tax and insurance payments. GE Money loan payment example: On a loan of $155,000 (which includes $4,995 closing costs fees financed and $2,005 cash-out, 30 year (360 payments), first mortgage of 7.31% APR nominal rate of 6.99%, monthly payments would be $1,030.18 (principal and interest only), assuming home has $45,000 additional equity.

Rates are shown for illustration purposes only. The rate for which you qualify will be based on your current financial situation. While the monthly payment may be lower, the term of the loan may be longer than the current terms of the loans being consolidated.

©2005 GE Money Bank GE Money is a trade name for GE Money Bank Member FDIC

PR PQ-O6O5-L


8.05

Brochures, Postcards and Inserts: Charts (continued)

Design Where possible, increase the organic look of charts by using rounded edges for boxes. Reverse-out headings and different levels of color shading can be used to break up sections of charts. To call attention to specific data points on a chart, it is acceptable to use the highlighting technique, or circular call-outs. Arrows should have rounded versus hard edges.

Avoid using square edged boxes with key lines to focus attention on specific aspects of a chart.

Tailor your Line of Credit to suit your needs. With the Line of Credit from GE Money, you can choose the term that works best for you. For example, if you withdraw $4,000 at a repayment term of 36 months, your monthly payment will only be $153.*

Requested Amount

$5,000 $4,000 $3,000 $1,500

Repayment Term (mths) 24 36 48

$259 $207 $156 $78

$191 $153 $115 —

$157 $126 — —

Plus, as you make payments, you can reaccess your cash (up to your available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Tone on tone color and round edges on chart with organic shapes for call-outs.

Tailor your Line of Credit to suit your needs. With the Line of Credit from GE Money, you can choose the term that works best for you. For example, if you withdraw $4,000 at a repayment term of 36 months, your monthly payment will only be $153.*

Requested Amount

$5,000 $4,000 $3,000 $1,500

Repayment Term (mths)

24

36

48

$259 $207 $156 $78

$191 $153 $115 ―

$157 $126 ― ―

Plus, as you make payments, you can reaccess your cash (up to your available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Limited use of a secondary color.

Tailor your Line of Credit to suit your needs. With the Line of Credit from GE Money, you can choose the term that works best for you. For example, if you withdraw $4,000 at a repayment term of 36 months, your monthly payment will only be $153.*

Requested Amount

$5,000 $4,000 $3,000 $1,500

Repayment Term (mths)

24

36

48

$259 $207 $156 $78

$191 $153 $115 ―

$157 $126 ― ―

Plus, as you make payments, you can reaccess your cash (up to your available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Use of alternate shaded lines to make chart content easier to follow. Use of highlighting to draw attention to specific figures within a chart.

Tailor your Line of Credit to suit your needs. With the Line of Credit from GE Money, you can choose the term that works best for you. For example, if you withdraw $4,000 at a repayment term of 36 months, your monthly payment will only be $153.*

Requested Amount

$5,000 $4,000 $3,000 $1,500

Repayment Term (mths)

24

36

48

$259 $207 $156 $78

$191 $153 $115 ―

$157 $126 ― ―

Plus, as you make payments, you can reaccess your cash (up to your available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Direct Response Communications Version 2.0 Page 100


8.05

Brochures, Postcards and Inserts: Improper Use

1.

Don’t set any headlines, subheads or body copy on letters flush right.

2.

Don’t use full-bleed color photography.

3.

Don’t use more than one image per panel/page. This does not apply to inset imagery.

4.

Don’t place Monogram in areas other than justified left on either the bottom or top of brochures and other inserts.

1.

2.

Service Protection Plus by GE When your appliances break, you want a repair man to arrive fast, repairs to be completed in one visit, and you want the lowest cost. That’s why GE introduced Service Protection Plus.

3. GE Money

Home Loans

4.

Call 1-800-555-5555

Service Protection Plus™ by GE

You have the right to expect the very best performance from your appliances and home electronics...

You have the right to expect the very best performance from your appliances and home electronics...

But life isn’t perfect.

But life isn’t perfect.

One dishwasher repair could cost up to $300. With GE Protection Plus, you could save more than $200!

One dishwasher repair could cost up to $300. With Service Protection Plus by GE, you would save $200 on the repair.

Call today to save an extra 10%

1.800.555.5555 or visit

geappliances.com/services Direct Response Communications Version 2.0 Page 101

One dishwasher repair could cost up to $300. With GE Protection Plus, you could save more than $200!

That’s why GE offers...

That’s why GE offers...

Service Protection Plus™

Service Protection Plus™

A comprehensive plan that covers repairs to your appliances and home electronics so you can stop worrying about untimely problems!

A comprehensive plan that covers repairs to your appliances and home electronics so you can stop worrying about untimely problems!

NO Hidden Costs. P NO Deductibles. P NO Stress. P

NO Hidden Costs. P NO Deductibles. P NO Stress. P

1-800-555-5555


8.05

Brochures, Postcards and Inserts: Improper Use

5.

Don’t use flags or violators on brochures, inserts or postcards.

6.

Body copy cannot be larger than headlines or subheads.

7.

Don’t indent paragraphs, unless using bullets to call attention to specific benefits or information that will help support consumer decision-making.

8.

Don’t use more than 4 font style devices, e.g., bold, highlight, color, highlighting and all caps.

5.

6. GE Money

7.9

9%

It’s refreshingly easy to top up

AP R

GE Capital has become GE Money. To celebrate we’re giving our most valued customers the opportunity to top up their existing GE loan.

Get a home loan from the comfort of your home

Take a look at the cheque attached to the accompanying letter. That’s how much could be yours. All you need to do is complete the loan agreement form, telling us how much extra you’d like to borrow. Once your GE Money Top-Up is approved, the money’s yours.* Getting a little extra has never been easier. Simply fill in your loan agreement form today and return it in the FREEPOST envelope provided or call us at

1-800-555-5555 www.gemoney.ie

7.

Direct Response Communications Version 2.0 Page 102

8.

It’s refreshingly easy to top up

It’s refreshingly EASY to top up

GE Capital has become GE Money. To celebrate we’re giving our most valued customers the opportunity to top up their existing GE loan.

GE Capital has become GE Money. To celebrate we’re giving our most valued customers the opportunity to top up their existing GE loan.

Take a look at the cheque attached to the accompanying letter. That’s how much could be yours. All you need to do is complete the loan agreement form, telling us how much extra you’d like to borrow. Once your GE Money TopUp is approved, the money’s yours.*

Take a look at the cheque attached to the accompanying letter. That’s how much could be yours. All you need to do is complete the loan agreement form, telling us how much extra you’d like to borrow. Once your GE Money Top-Up is approved, the money’s yours.*

As GE Money, we’re looking to improve every aspect of the service we offer. That’s why we’ve made accessing your Top-Up easier too. With an EFT (Electronic Funds Transfer) payment, the money is paid directly into your bank account, so you don’t even have to bank a cheque.

As GE Money, we’re looking to improve every aspect of the service we offer. That’s why we’ve made accessing your Top-Up easier too. With an EFT (Electronic Funds Transfer) payment, the money is paid directly into your bank account, so you don’t even have to bank a cheque.

Getting a little extra has never been easier. Simply fill in your loan agreement form today and return it in the FREEPOST envelope provided or call us at

Getting a little extra has never been easier. Simply fill in your loan agreement form today and return it in the FREEPOST envelope provided or call us at

1-800-555-5555 www.gemoney.ie

1-800-555-5555 www.gemoney.ie


8.06 Dimensional Mail

Direct Response Communications Version 2.0 Page 103


8.06 Dimensional Mail: General Use Effective DR creative occasionally goes beyond a traditional package in an envelope. The use of different shapes and dimensions can not only increase open rates and response, it can play a strong role in bringing GE’s innovative, dynamic and contemporary brand character to life in a way that is more relevant and personal for the target audience. Typography Every effort should be made to ensure the concept works with GE Inspira for heads, subheads and body copy. Design The exterior of dimensional pieces should pick up on the contemporary and modern vitality of the brand. Judgment will have to be applied on a case-by-case basis to ensure the total concept is in alignment with the GE Brand. Use all other DR guidelines for color, typography and imagery on inserted components to ensure the brand is aligned, conveyed and prominent once the reader gets inside the package.

Direct Response Communications Version 2.0 Page 104


8.07 Electronic Direct Response

Direct Response Communications Version 2.0 Page 105


8.07 Electronic Direct Response: General Use Where possible, e-mail direct response communications should apply the same standards of design, color-use, imagery and typography as other direct response communications. While there are many aspects of e-mail and e-newsletters unique to the medium, the intent should be for target audiences to recognize synergy between the brand online and offline. In particular, if the e-mail is a follow-up contact to a printed ad, direct mail or a web visit, imagery and copy in the e-mail should provide a visual and message connection to the original source. These brand expression guidelines are intended to apply to e-marketing, such as blast e-mails to customers on a database or e-mail newsletters to opt-in subscribers. They are not intended as guidelines for one-on-one correspondence between sales teams and existing customers. For guidelines specific to the medium, please refer to the Website and Online Advertising guidelines on Brand Central. • GE Inspira font is not a commonly installed feature on computers and therefore it is not expected that e-marketing communications be in GE Inspira. Headlines, subheads and body copy should appear in Arial (for html coding). • Use of the monochromatic copy rule (Monogram, heads, call-out boxes and other design elements all in the same approved color) should be used. • Cropped photography is a defining element of the GE Brand. While it is often necessary to use square-cut photos in e-mail, the use of cropped photos is encouraged. Photos with feathered edges should not be used. • As with DR letters, copy should be justified to the left where possible. • If using graphical devices to grab attention, the use of rounded, organic shapes in e-mails is encouraged. • Brand architecture rules should be applied throughout electronic DR communications. However with respect to “sender” lines, it is acknowledged that consumers must be able to quickly identify who has sent them a communication. If an employees name is not going to be used, in this case only, it is recommended that “GE” precede the Market or Business name with a hyphen separating GE from the Market or Business name. For example, GE – Trailer Fleet Services. Note there are minor exceptions to this such as GE Money.

Direct Response Communications Version 2.0 Page 106

From: To: CC: Subject:

GE Money John A. Sample

Sent: Wed 1/1/2006 12:00 PM

Home Loan Offer: Save $6,000 in Mortgage Payments

From: To: CC: Subject:

GE Money John A. Sample

Sent: Wed 1/1/2006 12:00 PM

Line of Credit Offer: Get up to $25,000

GE Money Get a personal line of credit for up to $25,000 with an APR as low as 7.99%. Get a Loan

GE Money Home

Your Account

Calculator

Dear Mr. Sample,

Just 15 minutes of your time could save you up to $6,000 in mortgage payments. We’re pleased to let you know that you’re pre-qualified for a home loan from GE Money that could save you as much as $6,000 in payments your first year. What would you do with all that extra cash? You could get started on a home renovation product, take a special vacation, or get that new car you’ve had your eye on — it’s up to you. Even if your credit is less than perfect, we can help you achieve your financial goals. There is no cost or obligation. After 15 minutes on the phone, we’ll immediately send you a customized loan solution. For more than 125 years, GE has worked to earn the trust of its customers. Simplify your life — check out what GE Money can do for you. Sincerely, Dennis Murphy Director of Marketing GE Money, Home Loans

Call us at 1-800-555-5555 or click here to start the loan process.

Introducing a smart financial 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-qualified* 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 fill 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 flexible — you can customize your account by requesting the amount you need as well as the length of your repayment term. Of course, the greatest flexibility 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 flexible...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.

• No annual fee • APR as low as 7.99%† • Credit lines up to $25,000† Call Toll Free:

1-800-363-3996

or click here


8.07 Electronic Direct Response: Subscribed Newsletters Electronic newsletters should combine design standards from both website design and direct response marketing ― particularly since most e-newsletters link directly to GE websites. The following are directional guidelines, in addition to those contained in the Newsletter guidelines (check Brand Central). • GE Inspira is a proprietary typeface and likely not recognized by most personal computers. Therefore, Arial font is recommended in communications. • Design navigation bars within newsletters to visually resemble those used on GE websites. • Ideally, visual images in the headline or opening section of an e-newsletter are cropped and in the style defined by the advertising guidelines. • Copy and headlines should be justified to the left. Use of sidebars for navigation, surveys, and search functioning should be located to the right, similar to direct response letters. • Where there are inset photos or links, position these so that copy can be justified left. • Use of organic shapes as design elements and call-out boxes is encouraged. Use of three font styles in newsletter name detracts from recognition impact of GE Inspira font. From: To: CC: Subject:

GE – Trailer Fleet Services John A. Sample

Sent: Wed 1/1/2006 12:00 PM

Your monthly e-news update

Here, lines are narrow and the box has rounded corners. All copy is in Arial. Copy is justified left and inset square-cut images don’t interfere with justification. From: To: CC: Subject:

GE – Trailer Fleet Services John A. Sample

Sent: Wed 1/1/2006 12:00 PM

Your monthly e-news update

This version minimizes use of lines, and incorporates an organic shape to draw attention to the survey.

From: To: CC: Subject:

GE – Trailer Fleet Services John A. Sample

Sent: Wed 1/1/2006 12:00 PM

Your monthly e-news update

December 2005

On the Move

Trailer Fleet Services e-news update

On the Move

On the Move

Trailer Fleet Services e-news update

Trailer Fleet Services e-news update

December 2005 trailerservices.com

Get A Quote

IN THIS ISSUE

Buy Equipment

- Is your cargo on track?

ASK AN EXPERT - Outsourcing your trailer maintenance - Things to do this month - Olympic Games Sweepstake update

Locate a Branch

OntheMove Archives

Is your cargo on track? When your customer’s cargo is at a standstill so is your business - that’s why it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset Intelligence you can monitor, manage and optimize your trailer fleet - whether you rent, lease or own your trailers.

PRODUCT NEWS

INDUSTRY RESOURCES

Remarketing Deals

PRODUCT NEWS

Want to learn more? View this short video about how VeriWiseTM Asset Intelligence can drive more revenue to your bottom line click here to view the video

trailerservices.com

December 2005

Get A Quote

Buy Equipment

Remarketing Deals

Locate a Branch

Is your cargo on track? When your customer’s cargo is at a standstill so is your business — that’s why it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset Intelligence you can monitor, manage and optimize your trailer fleet — whether you rent, lease or own your trailers. Want to learn more? View this short video about how VeriWiseTM Asset Intelligence can drive more revenue to your bottom line click here to view the video

Which issue in the trucking industry has your company the most concerned? Driver shortage Fuel / Diesel prices Keeping up with technology advancements Equipment upgrades and remarketing old units Maintaining & extending life of fleet

Vote

Ask An Expert GE Industry experts answer your fleet management questions Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in order to change my company’s maintenance process I need to learn more about the advantages. Will outsourcing really save me money and time? Jeff Ballew, Maintenance Management product manager, answers: Many of our leasing customers are facing the same question of whether or not to outsource the maintenance of their trailer fleet. There are also many companies that own their own fleet and have turned to outsourcing because maintenance has simply become a distraction from their core business – such as operating a retail store chain. One of the first things to evaluate is the location of your distribution and maintenance facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively when they are on the road and far away from your distribution facilities?

Direct Response Communications Version 2.0 Page 107

Ask An Expert Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in order to change my company’s maintenance process I need to learn more about the advantages. Will outsourcing really save me money and time? Jeff Ballew, Maintenance Management product manager, answers: Many of our leasing customers are facing the same question of whether or not to outsource the maintenance of their trailer fleet. There are also many companies that own their own fleet and have turned to outsourcing because maintenance has simply become a distraction from their core business – such as operating a retail store chain. One of the first things to evaluate is the location of your distribution and maintenance facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively when they are on the road and far away from your distribution facilities?

Outsourcing with a nationwide vendor that has remote locations throughout the country or offers mobile maintenance units ensures that your trailers are maintained in a timely manner – with little downtime. With the challenges of the driver shortage and rising fuel costs impacting fleets this can be another important way to help reduce costs and keep your trailers on the road...

Outsourcing with a nationwide vendor that has remote locations throughout the country or offers mobile maintenance units ensures that your trailers are maintained in a timely manner – with little downtime. With the challenges of the driver shortage and rising fuel costs impacting fleets this can be another important way to help reduce costs and keep your trailers on the road...

click here to read more

click here to read more

OntheMove Archives

trailerservices.com

Get A Quote

Buy Equipment

Remarketing Deals

IN THIS ISSUE Product News

Is your cargo on track?

- Is your cargo on track?

When your customer’s cargo is at a standstill so is your business - that’s why it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset Intelligence you can monitor, manage and optimize your trailer fleet - whether you rent, lease or own your trailers.

Ask An Expert - Outsourcing your trailer maintenance

Industry Resources - Things to do this month - Olympic Games Sweepstake update Which issue in the trucking industry has your company the most concerned? Driver shortage Fuel / Diesel prices Keeping up with technology advancements Equipment upgrades and remarketing old units Maintaining & extending life of fleet

Vote

Want to learn more? View this short video about how VeriWiseTM Asset Intelligence can drive more revenue to your bottom line click here to view the video

Ask An Expert Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in order to change my company’s maintenance process I need to learn more about the advantages. Will outsourcing really save me money and time?

Locate a Branch

OntheMove Archives

IN THIS ISSUE Product News - Is your cargo on track?

Ask An Expert - Outsourcing your trailer maintenance

Industry Resources - Things to do this month - Olympic Games Sweepstake update

Which issue in the trucking industry has your company the most concerned? Driver shortage Fuel / Diesel prices

Jeff Ballew, Maintenance Management product manager, answers: Many of our leasing customers are facing the same question of whether or not to outsource the maintenance of their trailer fleet. There are also many companies that own their own fleet and have turned to outsourcing because maintenance has simply become a distraction from their core business – such as operating a retail store chain. One of the first things to evaluate is the location of your distribution and maintenance facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively when they are on the road and far away from your distribution facilities? Outsourcing with a nationwide vendor that has remote locations throughout the country or offers mobile maintenance units ensures that your trailers are maintained in a timely manner – with little downtime. With the challenges of the driver shortage and rising fuel costs impacting fleets this can be another important way to help reduce costs and keep your trailers on the road... click here to read more

Keeping up with technology advancements Equipment upgrades and remarketing old units Maintaining & extending life of fleet

Vote


9.0 Grids 9.01 9.02 9.03 9.04 9.05 9.06 9.07 9.08 9.09 9.10 9.11

Introduction Overview Construction US Letter ― Portrait and Landscape US Letter ― Portrait Inside Brochure Slim Jim Postcards Oversized Envelope Traditional Envelope Construction for Other Sizes Bleed, Trim and Live Areas

Direct Response Communications Version 1.0 Page 108


9.01

Grids: Introduction

We have created a ďŹ&#x201A;exible grid system to ensure an integrated look and feel for all DR components. The grid provides an eďŹ&#x20AC;ective way of organizing text and images on a page. The examples show how to divide layout areas into a varying number of columns, and how to determine correct size and position for imagery, text and charts. This section outlines the fundamental rules for creating and using grids for envelopes, letterhead, postcards and other DR components. Additional grid construction guidelines are provided on Brand Central for advertising, literature and newsletters.

Direct Response Communications Version 2.0 Page 109


9.02 Grids: Overview Two elements make up the grid. They are: Image/Clear Space Guide The outer magenta key line indicates the area in which to position images and text. Text Columns and Gutters The majority of the grids in GE literature are based on a six-column grid. The vertical cyan rules indicate body text columns with ďŹ xed gutter spaces. When necessary, use fewer columns. US letter, landscape, is based on an eight-column grid.

Metric A4 full grid, portrait. US letter full grid, portrait. Image/clear space guide Text columns and gutters

Direct Response Communications Version 2.0 Page 110


9.03 Grids: Construction To construct a US letter size document in Adobe InDesign or QuarkXPress, use the measurements shown at right. Adobe InDesign setup.

This grid is six columns with a gutter of 0.2”.

QuarkXPress setup.

All outer margins are 0.45”. Use a baseline grid for aligning text within the document.

Image/Clear space guide.

Direct Response Communications Version 2.0 Page 111

Text area/six columns with gutters.

0.2”/5mm optional baseline grid.

Full grid.


9.04 Grids: US Letter ― Portrait and Landscape The 8.5”x11” grid has an outer margin all around of 0.45”. The brand architecture components, Monogram and/or tagline lockup and all text align with the top left margins and/or the bottom left margins. The portrait grid is six columns wide, the column width is flexible and the gutter between columns is fixed at 0.2”. The landscape grid is eight columns wide. The Monogram size is 0.85” in diameter and the tagline and brand architecture components are set in 18pt GE Inspira Regular with 19pt leading. Columns can be used as guides for spacing and aligning images, call-out boxes, side bars and charts.

0.45”

18pt

0.2”

GE Market Business

Landscape The US letter size grid is eight columns wide. The brand architecture components, the Monogram and all text align to the left.

0.45”

0.2”

Portrait The US letter size grid is six columns wide. The brand architecture components, the Monogram and all text align to the left.

GE Market Business

Dimensions Page size: 8.5”x11”

Dimensions Page size: 8.5”x11”

Margins 0.45” all around

Margins 0.45” all around

Gutters 0.2” (space between each column)

Gutters 0.2” (space between each column)

0.45”

0.85” diameter Direct Response Communications Version 2.0 Page 112

0.45”

0.45”

0.85” diameter

0.45”


9.05

Grids: US Letter ― Portrait Inside Brochure

0.45”

Inside Spread The US letter size inside spread grid is 12 columns wide. The grid size for each page is six columns wide. The inside spread has a 0.7” inside margin to accommodate different binding treatments. The brand architecture components, the Monogram and all text align on the left with flexibility for top or bottom positioning of the Monogram.

0.2”

0.7”

GE Market Business

Dimensions Page size: 8.5”x11” Spread size: 17”x11” Margins Outside, top, bottom: 0.45”; inside 0.7” Gutters 0.2” (space between each column)

imagination at work 0.45”

0.85” diameter Direct Response Communications Version 2.0 Page 113

0.45”


9.06

Grids: Slim Jim

0.35”

0.15”

0.35”

0.35”

14pt

0.15”

GE Market Business

Inside Spread The Slim Jim size inside spread grid is six columns wide. The grid for each page is three columns wide. The inside spread has a 0.35” inside margin. The brand architecture components, the Monogram and all text align on the left.

Cover The Slim Jim size cover grid is three columns wide. The brand architecture components, the Monogram and all text align on the left with flexibility for top or bottom positioning of the Monogram.

Dimensions Page size: 3.6”x8.5” Spread size: 7.2”x8.5”

Dimensions Page size: 3.6”x8.5”

Margins 0.35” all around

Margins 0.35” all around

Gutters 0.15” (space between each column)

imagination at work

0.35” 0.65” diameter

Direct Response Communications Version 2.0 Page 114

0.35”

Gutters 0.15” (space between each column)

0.35” 0.65” diameter

0.35”


9.07

Grids: Postcards

5”x7” Postcard, Portrait. 0.15”

0.35”

Landscape The postcard size grid is four columns wide. The brand architecture components, the Monogram and all text align to the left with flexibility of top or bottom positioning of the Monogram.

GE Market Business

5”x7” Postcard, Landscape. 0.35”

14pt

Portrait The postcard size grid is three columns wide. The brand architecture components, the Monogram and all text align to the left.

0.15”

GE Market Business

Dimensions Page size: 5”x7”

Dimensions Page size: 5”x7”

Margins 0.35” all around

Margins 0.35” all around

Gutters 0.15” (space between each column)

Gutters 0.15” (space between each column)

0.35” 0.65” diameter

Direct Response Communications Version 2.0 Page 115

0.35” 0.65” diameter


9.08

Grids: Oversized Envelope

9”x12” Envelope, portrait. 0.2”

0.5”

Sample window location

Portrait The 9”x12” envelope grid is four columns wide. The brand architecture components, and the Monogram align to the left. Dimensions Envelope size: 9”x12” Margins 0.5” all around Gutters 0.2” (space between each column)

imagination at work 0.5” 0.85” diameter

Direct Response Communications Version 2.0 Page 116


9.09

Grids: Traditional Envelope Envelope (4.125”x9.5”). 0.2”

0.35”

Sample window location

The 4.125”x9.5” envelope grid is six columns wide. The brand architecture components and the Monogram align to the left. Dimensions Envelope size: 4.125”x9.5”

imagination at work

Margins 0.35” all around

0.35” 0.65” diameter

Gutters 0.2” (space between each column)

Booklet Envelope (6”x9.5”). 0.2”

0.35”

Sample window location

The booklet envelope grid is six columns wide. The brand architecture components and the Monogram align to the left. Dimensions Envelope size: 6”x9.5” Margins 0.35” all around Gutters 0.2” (space between each column)

imagination at work 0.35” 0.85” diameter

Direct Response Communications Version 2.0 Page 117


9.10 Grids: Construction for Other Sizes To construct grids in sizes smaller or larger than US letter or A4, scale the US letter or A4 grid “up” or “down” to the size that you require. This page demonstrates how to scale the grid “up” to a larger size. Note In step 3, the elements are not scaled any farther. The text columns extend vertically to meet the fixed outer margin (0.45”), and the brand architecture components align with the top and left outer margin.

2. Scale all elements to the larger size, until one edge meets the new document size, as shown here.

3. Adjust the rest of the grid to fit into new page size.

0.45” GE Market Business

GE Market Business

GE Market Business

1. Start grid with Monogram, tagline and brand architecture components. GE Market Business

GE Market Business

imagination at work imagination at work

Direct Response Communications Version 2.0 Page 118

imagination at work

imagination at work

0.45”


9.11

Grids: Bleed, Trim and Live Areas

Bleed Trim Live

Direct Response Communications Version 2.0 Page 119


GE Brand Expression Guidelines