Up Close and Personal a guide to the Direct by shameona

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									                                             Up Close and Personal: a guide to the Direct Marketing
                                             and Database Practice rules will take place on Tuesday
                                             19 September 2006 from 9am to 10.30am.
                                             In 2005, direct marketing was the second most complained about
                                             medium to the Advertising Standards Authority (ASA). The scope of
                                             the direct marketing rules in the British Code of Advertising, Sales
                                             Promotion and Direct Marketing (the CAP Code) includes mailings,
                                             commercial e-mails, SMS and viral marketing. The Committee of
                                             Advertising Practice invites you to this free morning master class
                                             which will help you create effective DM whilst keeping within the
                                             requirements of the advertising codes.


                               Advice:am Free, short, morning master classes for marketing and advertising professionals.



Changes in technology are providing          Who should attend?                              Why should you attend?
new opportunities for direct marketing,      You should attend this event if you are         Following the rules and regulations for DM       • Guidance on the rules for mobile
but marketers’ responsibilities stay the     involved in marketing directly to current and   can be daunting. Staff from CAP’s Copy             marketing including SMS and e-mail
                                             potential customers via leaflets, brochures,    Advice team will guide you through the             campaigns.
same. While direct marketing becomes         letters or catalogues, also for mobile          relevant sections of the CAP Code giving you
increasingly personalised, reaching          marketing including SMS and e-mail              greater knowledge and helping you to
                                                                                                                                              • The CAP Copy Advice service – how to
                                                                                                                                                get free expert advice to avoid falling foul
consumers wherever they are, its             campaigns. The session will be particularly     produce effective and compliant marketing
                                                                                                                                                of the rules.
                                             relevant for:                                   material. This briefing will give you a better
content must still comply with the                                                           insight into these rules by covering relevant    This morning briefing is an excellent
CAP Code. The rules in the Code also         • Direct marketing professionals
                                                                                             issues, such as distance selling, claims on      opportunity to arm yourself with the
cover obtaining, compiling, processing       • E-marketing specialists                       envelopes and database practice.                 knowledge that will help you do your job
and use of personal data for the             • Account managers / directors                  This event will cover:
                                                                                                                                              better. And best of all the briefing is free
                                                                                                                                              to attend and will take minimal time out of
purpose of marketing products/                                                               • Targeting your marketing: the database         your day. Join us early for registration and
                                             • Marketing consultants
services through direct mail, e-mail                                                            practice rules including targeting,           a continental breakfast with the briefing
                                             • Database and mailing managers
and text message. This informative                                                              when consent is required.                     kicking off at 9am:
morning master class will give you the                                                       • The distance selling regulations,              08:30 Registration and breakfast
low down on the rules and regulations                                                          including cancellation, delivery and
                                                                                                                                              09:00 Up Close and Personal: a guide
                                                                                               refund requirements.
and help you stay compliant without                                                                                                                 to the DM rules
compromising the creativity of your                                                          • Claims on envelopes – how to avoid
                                                                                                                                              10:00 Q & A
                                                                                               misleading or offending recipients.
DM campaigns.
                                                                                                                                              10:30 Close
Location
The briefing will be held at CAP’s offices
in Holborn: the Committee of Advertising
Practice offices are located on the first
floor of Mid City Place, 71 High Holborn.
Mid City Place is on the north side of High
Holborn, between Holborn and Chancery
Lane tube stations (Central and Piccadilly
Lines). Holborn is served by a number of
bus routes including numbers 8, 25, 242
and 521.
For further information on local transport
please see the Transport for London
website – www.tfl.gov.uk or call
020 7222 1234.
For details of the nearest NCP car park
please see www.ncp.co.uk or call 0870
242 7144. Some metered parking may
be available in the roads surrounding
Mid City Place.




How to register                               I wish to attend the Advice:am master class on Tuesday 19 September 2006:
There are four ways to register for this
free event:                                   Mr/Mrs/Ms:                                            First Name:              I am unable to attend but please send me
                                                                                                                             handouts from the event.
E-mail your details to events@cap.org.uk      Surname:
Call Zoë Kalu or Debra Quantrill on           Job Title:
020 7492 2200
                                              Organisation:
Complete this form and fax to
020 7404 3404                                 Address:
Or print this page and post to:
CAP, Mid City Place                           Post Code:
71 High Holborn                               Telephone:
London                                                                                                                    Committee of Advertising Practice
WC1V 6QT                                      Fax:                                                                        Mid City Place 71 High Holborn London WC1V 6QT
                                                                                                                          Telephone 020 7492 2200 Fax 020 7404 3404
                                              e-mail:                                                                     Textphone 020 7242 8159 E-mail events@cap.org.uk
Places at this event are limited.                                                                                         Online www.cap.org.uk

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