Primary Business Categories

Nonprofit: Programs generated by a nonprofit, political or advocacy organization (includes fundraising and educational programs).

Financial Products and Services: Programs to market banking, insurance, securities, investments, loans, real estate, or other financial products or services.

Publishing: Programs to generate single sales or subscriptions for printed publications like books, magazines, newsletters or periodicals.

Communications/Utilities: Programs initiated by communications or utility companies, such as telecommunications carriers, electric or gas power companies, cable TV programming, to generate sales, inquiries or support; increase/maintain share; or increase distribution for their products and services.

Automotive: Programs designed to generate automotive dealer traffic, promote brand/model loyalty, and/or market new model sales or leasing.

Information Technologies: Programs to market computer hardware, software, accessories, services, and/or upgrades.

Packaged Goods: Programs to market packaged goods offerings such as food, grocery products, beverages (including alcoholic), personal care products, pharmaceutical and cleaning supplies.

Retailing: Programs to generate traffic or store sales for retail establishments such as departments stores, equipment dealers, specialty shops, attractions, restaurants, etc.

Direct Response Sales: Programs to generate inquiries or direct sales for products distributed by non-retail enterprises such as continuity plans, single-item mail order offers, catalogs, video or music clubs, brand loyalty programs, etc.

Consumer Services: Programs to market non-product offerings such as health care, travel, transportation, maintenance contracts or other home or consumer services.

Business Services: Programs to market non-product offerings such as health care, travel, transportation, maintenance contracts or other business services.

Manufacturing and Distribution: Programs initiated by manufacturers or their non-retailing intermediaries to generate sales, inquiries or support; increase/maintain market shares or increase distribution channels for their products.

Flat Mail: Direct mail that does not include dimensional pieces, sample products, pop-ups, etc. Submit actual sample showing label or other addressing (meter, indicia, etc.)

Dimensional Mail: Direct mail that includes sample products, pop-ups, premiums, dimensional involvement devices, etc. Submit actual sample, accompanying entry, showing label or other addressing. If actual piece is not available, please send a color photograph.

Catalog: Promotional piece that includes specific product descriptions; whose primary objective is to generate non-store orders (both business-to-business and consumer). Submit actual catalog (including order form).

Print: Space advertisements, including inserts in publications. Submit tear sheets or inserts. Please mark clearly whether itÕs a magazine or newspaper ad and give publication dates. Overlays are not allowed. For split run, please state how split was done.

DRTV/Radio: Broadcast and cable advertisements that run up to 120 seconds in length. Either 1/2-inch or 3/4-inch videotape is acceptable. For radio, submit an audiocassette recording. All television/cable commercials must be submitted on VHS, with a six second black leader and will be shown to the judges on television screens. Please check the quality of each tape before submitting. A copy of the script or storyboard must also be supplied. Please submit on plain white paper only (not letterhead). NOTE: Videotapes from outside the U.S. must be NTSC-compatible with U.S. video players. (BETA cassettes will not be accepted).

Infomercial: Broadcast and cable advertisements that are over 120 seconds in length. Submission requirements are the same as DRTV.

Internet/Interactive Media: Electronic media, other than cable and television broadcasting including: fax, banner ads, e-mail, on-line, CD-ROM, etc. All entries must be self-running applications and must be submitted in the appropriate form, (i.e. web-site URL, PC based CD-ROM, floppy disc or Zip disk. To save judgesÕ time, a list of plug-ins used in any Internet sites submitted (such as Shockwave, Real Video etc) as well as URLs (web address), along with user names/passwords required to access the site. If the site is no longer live, a self-contained version of the site should be provided on PC formatted Zip disk. Printouts of screens are not acceptable, nor are mocked-up versions of the site, as ease-of-navigation is a vital element of any site.

Telephone (Inbound/Outbound): Telephone sales and services programs. For outbound, submit a copy of the call guide (script) and, if available, a cassette recording. For inbound, submit source of calls, script, screens, etc.

Alternative Media: Non-traditional media and all other forms of media including FSIs, card packs, billboards, take ones, door-to-door solicitations, kiosk, point-of-sale, blimps, etc. Submit actual samples. If actual samples are not available (billboards), please send color photographs.

Multimedia/Integrated Media: Program that utilized two or more media types in an integrated manner. Please describe the results for each media used. Submit actual samples of printed materials and/or copies of audiocassettes or videotapes (the requirements are the same as DRTV/radio commercials).

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