Central to this is the term “marketing messages 1:1 (one to one)”, which is used to describe material that is individually targeted at a known audience.

Take for example a template that only includes details of a commercial brand (logo, address, telephone, fax, etc.), the rest of the template is left blank, ready to be filled with text, graphics or different images. The content and nature of the variable information for a page can be greatly varied in this type of project. Normally, the work will include several blocks of variable text, some with the name and address and other direct messages for the clients. This material will also incorporate one or several images and/or specific graphics selected for this client in particular.

Although the page design can be varied in more complex 1:1 projects, which are normalled called “floating templates”, this, in the majority of cases can be treated as a fixed template with areas of variable content. The latter form helps in the preparation of projects and allows the generation of all the 1:1 messages required, provided you don’t vary the criteria or variable fields used to prepare the work.

This method of specialist marketing, which offers great opportunities for personalised messages, can be divided into three types:

a) Direct marketing (letters, postcards, reply cards, commercial mailshots with postage paid, announcements, parcels and coupons)
b) Publicity and promotions (brochures, leaflets, flyers, adverts, invitations, posters)
c) Catalogues (business, commercial sectors, consumer, speciality, mail order)