GE Brand Expression Guidelines, Brand Expression Guidelines 2.0 Direct Response

Direct Response

Brand Expression Guidelines Version 2.0 (December 21, 2006)

The GE Brand Introduction

1.0 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

Direct Response Communications Version 2.0 Page 2

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.

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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 ﬂexibility 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 speciﬁc 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 eﬀ ectiveness of direct response techniques. With the goal of maintaining business results and cost eﬃ ciencies, 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.

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.

GE

Energy

imagination at work

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 5

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 speciﬁc 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.

Direct Response Communications Version 1.0 Page 6

1.0 Brand Architecture

1.01 Overview

1.02 GE Brand and Markets

1.03 GE Businesses

1.04 GE Solution Platforms

1.05 Understanding the Architecture

1.06 Lock-up for Levels 1, 2 and 3

1.07 Proper Use

1.08 Improper Use

1.09 Review

Direct Response Communications Version 2.0 Page 7

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.

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

NBC Universal

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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

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

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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

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

Direct Response Communications Version 2.0 Page 11

GE Industrial

Advanced Materials

Silicones Quartz Ceramics Quartz & Ceramics Sealants & Adhesives

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

GE Infrastructure

Aviation

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

1.04 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.

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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 oﬀ er to the customer.

Level 1

Level 1 is the GE Brand itself. “GE” must appear in every GE branded application and communication.

Level 2

Level 2 deﬁ nes the speciﬁ c Market providing the communication or oﬀ er. The use of the Market name is optional and should be conﬁ rmed 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 speciﬁ c 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 conﬁ rmed 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.

Level 4

Level 4 contains the Solution Platform and/or elements that describe, deﬁ ne, or illustrate the Solution Platform, product, technology, key account or geographic region. The Solution Platform is the oﬀ er 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 eﬀ orts 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.

imagination at work

Global Sponsor Finance knows that for you and your customers, change is an everyday event. We focus on being ﬂ exible 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.

Change. Can you handle it?

GE Commercial Finance

Corporate Financial Services

Level 1

Brand

Level 2

Market

Level 3

Business

Level 4

Solution Platform

Direct Response Communications Version 2.0 Page 13

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 ﬂ exibility 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 oﬀ er 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 oﬀ er. Under these circumstances, the proper brand architecture must then be displayed appropriately on the back side of the component.

imagination at work

tough virtually unbreakable

www.gelexan.com

*

Trademark of General Electric Company

Lexan

*

polycarbonate

made with

skylights

GE

Plastics Polymershapes

imagination at work

Sky Light

Polymershapes by GE

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.

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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.

GE Market

Level 1

Brand

Level 2

Market

Level 1

Brand

Level 2

Market

Level 3

Business

GE Market

Business

Level 1

Brand

Level 3

Business

GE

Business

Direct Response Communications Version 2.0 Page 15

GE Market

Business

imagination at work

Clear space is 25% of Monogram diameter

All elements align ﬂ ush left

Prints 50% tint

Prints 100%

1.07 Brand Architecture: Proper Use

The brand architecture components appear in a ﬁ xed size and position relationship to each other, and this relationship does not change.

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.

Clear Space

Leave suﬃ cient 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 ﬂ ush 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: ﬁ xed relationship

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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 diﬀ erent colors for the brand architecture components.

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

GE

GE Market

Business

GE Market

Business

GE Market

Business Solution Platform

GE Market

1. 2.

4. 5.

3.

Direct Response Communications Version 2.0 Page 17

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.

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.

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2.0 Monogram

2.01 Overview

2.02 Proper Use

2.03 Limited Space Lock-up ― Low Brand Awareness Markets

2.04 Limited Space Lock-up ― With Market Name

2.05 Improper Use

Direct Response Communications Version 2.0 Page 19

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 speciﬁ 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 eﬀ ective, apply the Monogram in black on white background or in white on an approved GE colored background.

In DR, the Monogram often appears at the top left of envelopes and letterhead to identify sender.

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

Introducing a cleaner, greener power machine.

Direct Response Communications Version 2.0 Page 21

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 oﬀ erings designed to enhance transparency and increase the level of ﬂ exibility available to you. From

June 1

st

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 speciﬁ c 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 oﬀ ers, 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 ﬂ exible can be the diﬀ erence between on time completion & ﬁ nancial penalties.

By placing you and your needs at the centre of our business, we believe this helps to develop long-term relationships that beneﬁ t 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 leaﬂ et) or email us at planthireinfo@ge.com - we hope to hear from you soon.

Yours faithfully/sincerely

Martyn Durran

Head of Sales

GE

Equipment Services

2.02 Monogram: Proper Use (continued)

Clear Space

To enhance the presentation of the Monogram, leave suﬃ cient 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.

Minimum Size

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

Minimum size

Minimum size Monogram

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

Alternate version (negative application).Preferred version (positive application).

Minimum clear space: 25% Monogram diameter.

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.

Correct use of clear space on a letterhead. Correct use of clear space on

a brochure.

25%

Legal Summary Plan Description

GE Consumer Finance

imagination at work

Direct Response Communications Version 2.0 Page 22

2.02 Monogram: Proper Use (continued)

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.

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.

GE Market

Business

x

General Lock-Up Guideline.

Spacing = 25% Monogram diameter - 0.1275”/3.25mm

Center on x-height

Minimum clear space = 25% the diameter of the Monogram

0.2125”/5.45mm

Architecture 18pt GE Inspira Regular, 19pt leading

Monogram size = 0.85”/21.75mm

Correct application of Monogram.

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

GE

Equipment Services

Direct Response Communications Version 2.0 Page 23

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 ﬂ ush left.

For additional details, see the Stationery Guidelines on Brand Central.

John Smith General Manager Corporate Marketing & Branding

GE Street Address City, State Postal Code Country

T 123 456 7890 F 123 456 7890 john.smith@ge.com

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

GE Healthcare

GE Market

Business

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

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.

Monogram top left; architecture top right and left justiﬁ ed.

Level 2

Level 1

Level 1 Level 2

Level 1 Level 3

Direct Response Communications Version 2.0 Page 24

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 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.

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.

GE

Example 2

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

Spacing = 15% Monogram diameter

GE

33%

Example 1

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

Center

Direct Response Communications Version 2.0 Page 25

GE Market

Example 1

Example 2

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

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.

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

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.

Spacing = 25% Monogram diameter

GE Market

20%

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

Center

20%

Direct Response Communications Version 2.0 Page 26

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.

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 eﬀ ects to the Monogram in print.

13. Don’t add any movement or eﬀ ects to the Monogram.

14. Don’t add drop shadows to the Monogram.

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.

nius

GEnius

2.

1.

3.

4.

6. 7.

5. 8.

type

10. 11.

9. 12.

14. 15.

13. 16.

Direct Response Communications Version 2.0 Page 27

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 oﬀ erings designed to enhance transparency and increase the level of ﬂ exibility available to you. From

June 1

st

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 speciﬁ c 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 oﬀ er s, 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 ﬂ exible can be the diﬀ erence between on time completion & ﬁ nancial penalties.

By placing you and your needs at the centre of our business, we believe this helps to develop long-term relationships that beneﬁ t 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 leaﬂ et) or email us at planthireinfo@ge.com - we hope to hear from you soon.

Yours faithfully/sincerely

Martyn Durran

Head of Sales

GE

Equipment Services

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 diﬀ erent colors within the Monogram and architecture lock-up.

21. Don’t align Monogram and architecture to the right.

17. 18. 19.

20.

21.

GE

Equipment Services

20.

GE

Equipment Services

GE

Equipment Services

GE imagination at work

www.geplanthire.com

Direct Response Communications Version 1.0 Page 28

3.0 Tagline

3.01 Overview

3.02 Proper Use

3.03 Markets with Limited Recognition of GE

3.04 Translation

3.05 Color Use

3.06 Improper Use

Direct Response Communications Version 2.0 Page 29

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.

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

GE imagination at work

imagination at work

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.

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

Direct Response Communications Version 2.0 Page 30

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.

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.

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).

imagination at work

Stacked lock-up: Use in limited space situations only.

Monogram size = 0.85”/21.75mm

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

imagination at work

x

Tagline 18pt GE Inspira Regular

Center on x-height

Minimum clear space = 25% the diameter of the Monogram

0.2125”/5.45mm

Spacing = 15% Monogram diameter - 0.1275”/3.25mm

Construction: Monogram and tagline lock-up is a ﬁxed relationship.

imagination at work

Standard lock-up: One-line version.

Monogram size = 0.85”/21.75mm

Direct Response Communications Version 2.0 Page 31

GE imagination at work

Stacked lock-up: Use in limited space situations only.

Monogram size = 0.85”/21.75mm

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

x

Tagline 18pt GE Inspira Regular

Center on x-height

Minimum clear space = 25% the diameter of the Monogram

0.2125”/5.45mm

Spacing = 15% Monogram diameter - 0.1275”/3.25mm

Construction: Monogram and tagline lock-up is a ﬁxed relationship.

Standard lock-up: One-line version.

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.

Do not change or modify this approved artwork.

Monogram size = 0.85”/21.75mm

Direct Response Communications Version 2.0 Page 32

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 diﬀ er 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 speciﬁ c 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.

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.

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 Fairﬁ eld, CT, USA or in Brussels, Belgium.

GE l’imagination en action

GE imagination at work

GE l’imagination en action

GE imagination at work

GE l’imagination en action

0.85”/

21.75mm

0.45”/11mm

GE Inspira Regular, 18pt

Align translation ﬂ ush left with the tagline

0.3”/ 8mm

GE Inspira Regular, 9pt

GE imagination at work

GE l’imagination en action

0.85”/

21.75mm

0.45”/11mm GE Inspira Regular, 18pt

B2C Application: Translation of tagline A4.

B2B Application: Translated tagline placement A4.

Direct Response Communications Version 2.0 Page 33

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 ﬁxed, 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.

imagination at work

GE Market

Business

imagination at work

GE Market

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

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.

Direct Response Communications Version 2.0 Page 34

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.

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.

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

11. Don’t stretch or skew the tagline.

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”.

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

3.

7.

11.

15.

2.

6.

10.

14.

1.

5.

9.

13.

4.

8.

12.

imagination at work

Imagination At Work

i@w

imagination at work

imagination

at

work

We bring good things to life.

imagination at work

Direct Response Communications Version 1.0 Page 35

4.0 Color Palette

4.01 White Space

4.02 Overview

4.03 Tinting

4.04 Backgrounds

4.05 Direct Response Color Migration Strategy

4.06 “Bright” Color Breakdown

4.07 “Light” Color Breakdown

4.08 Combinations

4.09 Color Stock

Direct Response Communications Version 2.0 Page 36

GE

Energy

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 ﬁ nd the right balance.

Sincerely,

Dan Brown Education Manager

P.S. Call or go online to arrange to use our Juicecan predictive software to ﬁ nd out

how it can help at your plant. The phenomenal eﬀ ects include 50% reductions in

opacity and 120% increase in secondary current.

imagination at work

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 speciﬁ c actions. The guidelines in this section as well as Section

8.0 on DM Components, will provide and show varying degrees of ﬂ exibility for using white space in direct response, while integrating compelling color.

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.

Advertising DR Letter Collateral Cover

GE Money

Stop thinking...

imagination at work

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

Direct Response Communications Version 2.0 Page 37

“Bright” Color Palette

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.

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 38

“Light” Color Palette

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.

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

“Bright” Color Palette

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)

50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint

imagination at work

GE Market

Business

imagination at work

GE Market

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

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.

Direct Response Communications Version 2.0 Page 39

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).

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

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)

50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint

GE Market GE Market

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.

“Light” Color Palette

“Bright” Color Palette

Direct Response Communications Version 2.0 Page 40

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.

Awareness Approved GE Colors Approved Tagline

0-45% “GE imagination at work”

46-69% “GE imagination at work”

70-84% “imagination at work”

85-100% “imagination at work”

7455

7455 260 485 Cyan 144 376

260 485 Cyan

260

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.

7530 7445 500 292 109 557

877

Direct Response Communications Version 2.0 Page 41

4.06 Color Palette: “Bright” Color Breakdown

Print use:

Pantone 7455

C 80 M 53 Y 0 K 0

TOYO CF0444

Electronic use:

R 65 G 87 B 173

HEX# 3E57AD

Print use:

Pantone 260

C 52 M 100 Y 0 K 26

TOYO CF0971

Electronic use:

R 95 G 0 B 95

HEX# 5F005F

Print use:

Pantone 485

C 0 M 95 Y 100 K 0

TOYO CF0100

Electronic use:

R 225 G 0 B 0

HEX# E10000

Print use:

Process Cyan

C 100 M 0 Y 0 K 0

TOYO CF0383

Electronic use:

R 0 G 153 B 255

HEX# 0099FF

Print use:

Pantone 144

C 0 M 48 Y 100 K 0

TOYO CF0154

Electronic use:

R 255 G 125 B 0

HEX# FF7D00

Print use:

Pantone 376

C 50 M 0 Y 100 K 0

TOYO CF0245

Electronic use:

R 101 G 184 B 33

HEX# 65B821

Print use:

Pantone Black 6

C 0 M 0 Y 0 K 100

TOYO CF0946

Electronic use:

R 0 G 0 B 0

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.

Direct Response Communications Version 2.0 Page 42

4.07 Color Palette: “Light” Color Breakdown

Print use:

Pantone 7530

C 3 M 0 Y 10 K 20

TOYO CF0548

Electronic use:

R 150 G 139 B 125

HEX# 968B7D

Print use:

Pantone 7445

C 30 M 20 Y 0 K 3

TOYO CF0466

Electronic use:

R 158 G 163 B 210

HEX# 9EA3D2

Print use:

Pantone 500

C 0 M 38 Y 21 K 11

TOYO CF0740

Electronic use:

R 200 G 129 B 133

HEX# C88185

Print use:

Pantone 292

C 49 M 11 Y 0 K 0

TOYO CF0421

Electronic use:

R 113 G 172 B 228

HEX# 71ACE4

Print use:

Pantone 109

C 0 M 10 Y 100 K 0

TOYO CF0192

Electronic use:

R 255 G 214 B 0

HEX# FFD600

Print use:

Pantone 557

C 30 M 0 Y 20 K 15

TOYO CF0662

Electronic use:

R 150 G 181 B 171

HEX# 96B5AB

Print use:

Pantone 877

(Metallic Silver Ink)

TOYO CF1043

Electronic use:

Do not use gray

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 43

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 eﬀ ective monochrome look across mass advertising. Example 2 shows how this monochromatic look is applied in direct response.

Note For DR, there is some additional ﬂ exibility in color use, as well as upcoming in-market testing to substantiate the business beneﬁ t 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.

The same monochromatic use of color in advertising should be applied to DR.

GE

Water & Process Technologies

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.

imagination at work

GE Money

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

Get a loan from the comfort of your home

Dear Mr. Smith,

Getting a loan can mean lining up, ﬁ lling 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 oﬀ er is

extended to you until March 31

st

so please consider this oﬀ er soon.

APR

7.99%

― one of our lowest

rates ever

imagination at work

Direct Response Communications Version 2.0 Page 44

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 ﬂ exibility to select white stocks with budgeting and printing processes in mind.

At times, direct marketers may wish to create a diﬀ erent 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 inﬂ uence 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.

**,

w,†

Please see the reverse side for important conditions to this oﬀ er.

• 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

GE Money

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...it’s up to you!

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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 oﬀ er, 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 oﬀ er is no longer valid.

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

Exclusive Oﬀ er

**,

w,†

Please see the reverse side for important conditions to this oﬀ er.

• 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

GE Money

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

Exclusive Oﬀ er

**,

w,†

Please see the reverse side for important conditions to this oﬀ er.

• 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

GE Money

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

Exclusive Oﬀ er

Direct Response Communications Version 1.0 Page 45

5.0 Typography

5.01 Introduction

5.02 Overview

5.03 GE Inspira Characters

5.04 Non-Roman Languages

5.05 General Use

5.06 Improper Use

Direct Response Communications Version 2.0 Page 46

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 diﬀ erent styles and weights, which provide visual distinction and diﬀ erentiation 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, reﬂ ecting 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 eﬀ ect. 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.

• 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

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as

well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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.

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

Get a Line of Credit

from GE Money for up to

$25,000

GE Money

Direct Response Communications Version 2.0 Page 47

5.02 Typography: Overview

Speciﬁcally 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 GE Inspira Bold Italic for emphasis.

Use all caps for emphasis.

Use underlining for emphasis.

Direct Response Communications Version 2.0 Page 48

5.03 Typography: GE Inspira Characters

abcdefghijklmnopqrstuvwxyz123 4567890ABCDEFGHIJKLMNOPQRS TUVWXYZ!"#$%&()*+,./:;<=>?@[\] ^_`{|}~ДЕЗЙСЦЬВКБЛИНОПМУФТЪЫЩ АГХŒбавдгезйиклнмопсутфцхъщы ь†°¢£§•¶Я®©™´¨ЖШ¥?ªºжш¿¡«»… œ“”‘’яŸ€‹›ﬁﬂ‡∙‚„‰

Direct Response Communications Version 2.0 Page 49

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.

Arabic - Akhbar Chinese

Traditional - M Yuen Light/Bold Simpliﬁed - C Yuen Light

Devanagari - ITR Mitra Japanese - DF MaruGothic Korean - HY Gothic Thai - Mokkara

Direct Response Communications Version 2.0 Page 50

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 speciﬁ c 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 speciﬁ c 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 justiﬁ ed but not set ﬂ ush 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 justiﬁ ed but not set ﬂ ush right.

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

GE

Commercial Finance

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

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.

To learn more, visit www.ge.com.

imagination at work

GE

Commercial Finance

Mr. Bob Smith SVP ABC Company 123 Anystreet Anycity, CA 10001

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 ﬂ exibility, and the unmatched capital resources of the GE company.

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

- $15, 424,000 ﬁ xed rate acquisition ﬁ nancing for 10 years for the Village of the Four Seasons in San Jose, California.

- $8,000,000 low leverage, ﬁ xed rate reﬁ nancing 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.

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

Sincerely,

Lew Grace, Managing Director

imagination at work

Print ad example. DR letter example.

Direct Response Communications Version 2.0 Page 51

**,w,

†

Please see the reverse side for important conditions to this oﬀ er.

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you need as

well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

No annual fee

Funds can be deposited directly into your checking account

APR as low as

7.99%

†

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

Credit lines up to $25,000

†

Use your account for anything you want

P

GE Money

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 ﬂ exibility beyond the Inspira font style to draw attention to important call-to-action messages or to highlight important brand, product or service beneﬁ ts.

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.

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

Direct Response Communications Version 2.0 Page 52

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 ﬂ exibility to select appropriate size for target audiences, such as using larger font sizes when targeting older prospects. Body copy should always be left justiﬁ ed and full blocks of copy should not be centered or set ﬂ ush 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 ﬂ exibility 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 beneﬁ ts 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.

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

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 beneﬁ ts:

• 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, qualiﬁ ed 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 oﬀ er, please complete the enclosed application or call

1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.

Special Oﬀ er: Save 20%

Direct Response Communications Version 2.0 Page 53

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.

4.

3.

8.7.

6.5.

Headline Headline

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Headline Headline

SUBHEAD SUBHEAD

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SUBHEAD Subhead

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Subhead Subhead

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Headline Headline

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ing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Headline Headline

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-

cusam et justo duo dolores et ea rebum. Stet clita kasd guber

-

gren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

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mod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

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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.

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Direct Response Communications Version 1.0 Page 54

6.0 Imagery

6.01 Introduction

6.02 Overview

6.03 Style Overview

6.04 Photography Cut-Outs

6.05 Icons

6.06 Inset Imagery

6.07 Improper Use

Direct Response Communications Version 2.0 Page 55

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 oﬀer in a compelling and immediate way to make a meaningful connection with all of our audiences.

Direct Response Communications Version 2.0 Page 56

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 beneﬁ t 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 oﬀ er 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 ﬁ nd 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 reﬂ ects the global brand style is not appropriate. DR marketers have the ﬂ exibility to apply imagery where it makes sense.

Guidelines are provided for general use as well as speciﬁ c guidelines for direct response components. Please see Section 8.0 for more speciﬁ c examples and guidelines of imagery use in various DR components.

Save up to 20%

see inside

imagination at work

Direct Response Communications Version 2.0 Page 57

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 beneﬁ ts/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 speciﬁ c 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.

imagination at work

GE

Energy

Thinking about energy use in the future?

Save up to 20%

see inside

imagination at work

Cut-out example, envelope.

Non-cut-out example, invitation postcard.

Direct Response Communications Version 2.0 Page 58

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 beneﬁ t 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.

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.

GE

Energy

imagination at work

Imagery bleeds oﬀ three edges. Imagery uses center line as a guide.

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.

GE

Energy

imagination at

work

Direct Response Communications Version 2.0 Page 59

6.05 Imagery: Icons

GE direct marketers have proven the eﬀectiveness 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 reﬂect 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 60

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 suﬃ cient white space, set all text ﬂ ush 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.

GE

Energy

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

Illustration as an inset image on an ad. Non-cut-out as an inset image

on a brochure.

The GE Proﬁ le Harmony™ clothes care system has frontload wash performance with topload convenience. The HydroWash™ system 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.

Convenience. Performance. Beauty. Harmony.

Direct Response Communications Version 2.0 Page 61

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

**,

w

,

†

Please see the reverse side for important conditions to this oﬀ er.

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

GE Money

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you need as well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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).

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 10

th

!

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the

amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

**,

w

,

†

Please see the reverse side for important conditions to this oﬀ er.

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

GE Money

1.

2. and 3.

4. 5.

Direct Response Communications Version 1.0 Page 62

7.0 Tone of Voice

7.01 Overview

7.02 Optimistic, Precise and Simple

7.03 Improper Use

Direct Response Communications Version 2.0 Page 63

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

7.01 Tone of Voice: Overview

Direct Response Communications Version 2.0 Page 64

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

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

simple

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.

This letter conveys an optimistic tone. The beneﬁ ts and required action are very precise. The tone, open design, and instructions for taking action reinforce simplicity.

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

Just 15 minutes of your time could save you up to $6,000 in monthly mortgage payments your ﬁ rst year.

Dear Mr. Sample,

We’re pleased to let you know that you’re pre-qualiﬁ ed for a home loan from GE Money that could save up as much as $6,000 in payments your ﬁ rst 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 ﬁ nancial goals. There is no cost or obligation. After 15 minutes on the phone, we’ll immediately send you a customized loan solution.

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,

Dennis Murphy Director of Marketing GE Money, Home Loans

P.S. Remember, you are pre-qualiﬁ ed

. Call GE Money at 1-800-555-5555 for a personalized

loan before this oﬀ er expires on August 20, 2006

.

Direct Response Communications Version 2.0 Page 65

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.

1.

2.

Don’t let this happen to you

imagination at work

Exclusive Invitation...

to view our most imaginative appliance ever

Direct Response Communications Version 1.0 Page 66

8.0 DM Components

8.01 Introduction

8.02 Envelopes

8.03 Letters/Letterhead

8.04 Forms

8.05 Brochures, Postcards and Inserts

8.06 Dimensional Mail

8.07 Electronic Direct Response

Direct Response Communications Version 2.0 Page 67

GE Money

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

Get a loan from the comfort of your home

Dear Mr. Smith,

Getting a loan can mean lining up, ﬁ lling 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 oﬀ er is

extended to you until March 31

st

so please consider this oﬀ er soon.

APR

7.99%

― one of our lowest

rates ever

imagination at work

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 ﬂ exibility 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

Direct Response Communications Version 2.0 Page 68

8.02 Envelopes

Direct Response Communications Version 2.0 Page 69

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 ﬂ 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. Monogram top left.

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

Introducing a cleaner, greener power machine.

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

Your customized loan solution is inside.

GE Money

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

Direct Response Communications Version 2.0 Page 70

8.02 Envelopes: Typography

Copy Positioning

Marketers have ﬂ exibility 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.

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 justiﬁ ed above or below the window, to the right of a window, or within a call-out. Center justiﬁ cation is acceptable on envelopes but should not be used for body copy on other applications such as letters. Do not set any type ﬂ ush 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.

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

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 centered and to the right of the window.

Copy lines to the right of window.

Copy lines above window.

Copy lines below window can be left justiﬁ ed or centered.

imagination at work

Save up to

20%

Important Energy Savings Oﬀ er for Property Managers.

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

imagination at work

Exclusive Oﬀ er Just for You!

imagination at work

Smart. Simple. Flexible.

Direct Response Communications Version 2.0 Page 71

8.02 Envelopes: Color

Color Coverage

DR marketers have tremendous ﬂ exibility 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 eﬀ ective 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 eﬀ ectively draws attention to call-to-action.

Red bar highlights consumer beneﬁ t while maintaining 50% white space.

The proven eﬀ ective blue color diﬀ erentiates the envelope, while staying within the GE Brand look and feel.

Color coverage is an optional design element.

Time sensitive

Call 1-800-363-3996 today.

GE Money

Reduce Energy Costs

by 20%.

Introductory Oﬀ er

for Property Managers

imagination at work

Save up to 20%

Save up to

20%

You are Pre-Approved

¿Por qué pagar tanto en el cuidado de la salud?

Why pay full pri ce for healthca re?

Presorted Standard

U.S. Postage

PAID

Downers Grove. IL

Permit No. 236

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 72

8.02 Envelopes: Design Devices

The use of call-out shapes can be a compelling technique to aid open rates. It oﬀ ers you ﬂ exibility in highlighting a special oﬀ er, 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.

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 deﬁ ning the GE Brand.

Only one dominant call-out per envelope is permitted, but text can appear elsewhere on the envelope.

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.

imagination at work

Save up to

20%

Triangular violators are discouraged.

Circular call-outs support the brand.

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

Violators in organic or circular shapes are encouraged.

Save up to

20%

imagination at work

Save 20%

Save

20%

imagination at work

Direct Response Communications Version 2.0 Page 73

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, beneﬁ t or oﬀ er to drive open rates.

For additional design ﬂ exibility, 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.

Special Oﬀ er

see inside...

Special Oﬀ er

see inside...

Color and tinted radiating lines. Radiating lines in white on circular call-out.

Direct Response Communications Version 2.0 Page 74

Special

Oﬀ er

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.

Variation on circular violator on full color envelope. Radiating circular lines draw the eye to the call-out .

Special

Oﬀ er

see inside...

Special Oﬀ er

see inside...

Special Oﬀ er

Save 20%

Direct Response Communications Version 2.0 Page 75

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.

Example 2 Use of arrow to drive action to open.

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

imagination at work

Special Oﬀ er

Inside

imagination at work







imagination at work

Save up to

20%

Direct Response Communications Version 2.0 Page 76

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.

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

Cropped photo.

Cropped photo, top and bottom bleed.

Cropped photo, right side bleed.

imagination at work

Keep options in focus with Vision Care Advantage by GE.

Direct Response Communications Version 2.0 Page 77

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.

Get Connected with this Special Oﬀ er.

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

Direct Response Communications Version 2.0 Page 78

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.

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

Exclusive Oﬀ er Just for You

imagination at work

Time sensitive

Call 1-800-363-3996 today.

GE Money

1.

2.

SAVE

NOW!

Save up to

50%

3. 4.

imagination at work

You are pre-qualiﬁ ed:

Line of Credit Oﬀ er Inside

SAVE up to 50%

Act before Dec. 1

You are pre-qualiﬁ ed

7. 8.













Time sensitive

Call 1-800-363-3996 today.

GE Money

5. 6.

Exclusive Invitation

Take action before March 31

st

SAVE 50%

on selected items

GE Money

Time sensitive

Call 1-800-363-3996 today

9.

10.

Direct Response Communications Version 2.0 Page 79

8.02 Envelopes: Improper Use (continued)

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

12. Don’t use full-bleed photography.

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.

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.

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.

18. Don’t use shapes on t

op of shapes.

19. Don’t use triangular violators.

20. Don’t use photography that covers more than 50% of the visible space.

imagination at work

Save up to

20%

Save up to 20%

see inside

GE imagination at work

Save

up to

20%

Special Oﬀ er

Save 20%

Save

20%

imagination at work







Save up to

20%

Enter to WIN a free kitchen makeover

Exclusive Invitation

imagination at work

Special Oﬀ er

Inside

19.

20.

11.

12.

13. 14.

17. 18.

15. 16.

Direct Response Communications Version 2.0 Page 80

8.03 Letters/Letterhead

Direct Response Communications Version 2.0 Page 81

8.03 Letters/Letterhead: Monogram

The Monogram can be placed in the header or the footer of a letterhead but must be left justiﬁ ed. 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 header.Monogram in footer.

Raymond Hulett 123 Anystreet Anytown, USA

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 beneﬁ ts:

• 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, qualiﬁ ed 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 oﬀ er, please complete the enclosed application or call

1.800.555.5555 or visit geappliances.com/spp before September 5

th

, 2005.

Special Oﬀ er: Save 20%

GE

Appliances

Raymond Hulett 123 Anystreet Anytown, USA

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 beneﬁ ts:

• 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, qualiﬁ ed 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 oﬀ er, please complete the enclosed application or call

1.800.555.5555 or visit geappliances.com/spp before September 5

th

, 2005.

Special Oﬀ er: Save 20%

GE

Appliances

Direct Response Communications Version 2.0 Page 82

**,w,

†

Please see the reverse side for important conditions to this oﬀ er.

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you need as

well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

No annual fee

Funds can be deposited directly into your checking account

APR as low as

7.99%

†

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

Credit lines up to $25,000

†

Use your account for anything you want

P

GE Money

**,w,

†

Please see the reverse side for important conditions to this offer.

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

— you can customize your account by requesting the amount you

need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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.

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

No annual fee

Funds can be deposited directly into your checking account

APR as low as

7.99%

†

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

Credit lines up to $25,000

†

Use your account for anything you want

P

GE Money

All copy in GE Inspira. Body copy in alternate font.

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 beneﬁ t or when appropriately used in a "personalized" message.

GE marketers should avoid indiscriminate use of any alternate fonts in all direct communications.

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

**,

w

,†Please see the reverse side for important conditions to this oﬀ er.

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

No annual fee

Funds can be deposited directly into your checking account

APR as low as

7.99%

†

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

Credit lines up to $25,000

†

Use your account for anything you want

P

GE Money

Direct Response Communications Version 2.0 Page 83

8.03 Letters/Letterhead: Typography (continued)

Justiﬁ cation

Body copy should always be justiﬁ ed left, with no indenting.

Johnson boxes, headlines and subheads can be justiﬁ ed left or centered. When necessary, they can be justiﬁ ed right providing ﬂ exibility 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 justiﬁ ed left and to limit interference with the GE Brand.

Letter with copy indented. Letter with sidebar on left hand side.

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you needas well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 your goal is to eliminate $10,000 of debt, your strategy might be:

Requested Amount Request $10,000 Repayment Term Request 48 months Monthly Payment $245 (based on a 7.99% APR)

Success! You could be debt-free in 48 months!

Based on an APR of 7.99%

w

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

• 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

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

GE Money

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

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 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, qualiﬁ ed 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!

ACT NOW TO RECEIVE

20% SAVINGS

1-800-626-2224

www.GEAppliances.com/spp

Coverage includes all expenses for functional replacement parts and labor

P Range P Refrigerator P Dishwasher P Dryer P Microwave

GE

Appliances

Johnson Box left justiﬁ ed, call-out on right hand side.

Johnson Box right justiﬁ ed, sidebar on right side of letter.

GE Money

• 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

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you needas well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

Requested Amount Request $10,000 Repayment Term Request 48 months Monthly Payment $245 (based on a 7.99% APR)

Success! You could be debt-free in 48 months!

Based on an APR of 7.99%

w

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

• No annual fee

• APR as low

as 7.99%

†

• Credit lines up to $25,000

†

Call Toll Free:

1-800-363-3996

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the

amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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.

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

Convenient and Flexible

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

GE Money

Direct Response Communications Version 2.0 Page 84

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 ﬂ exible 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.

GE Money

• 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

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you needas well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

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

Requested Amount Request $10,000 Repayment Term Request 48 months Monthly Payment $245 (based on a 7.99% APR)

Success! You could be debt-free in 48 months!

Based on an APR of 7.99%

w

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

Reverse-out sidebar on right side of letter.

Sidebar on right hand side, deﬁ ned by a colored line.

Rounded sidebar allows for creative ﬂ exibility within GE Brand guidelines.

Gradient sidebar with bullets highlights features and important beneﬁ ts to the consumer.

• 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

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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.

Yes, it’s convenient ― there are no lengthy application forms to ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as

well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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.

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

Get a Line of Credit

from GE Money for up to

$25,000

GE Money

Dear Mr. Smith:

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 beneﬁ ts:

• 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, qualiﬁ ed 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

.

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

ACT NOW TO RECEIVE

20% SAVINGS

1-800-626-2224

www.GEAppliances.com/spp

GE

Appliances

Special

Oﬀ er:

Coverage on

4

major

appliances

for only

$

229.

00

Call Toll Free

1-800-626-2224

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

Dear Mr. Smith:

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 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, qualiﬁ ed 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!

ACT NOW TO RECEIVE

20% SAVINGS

GE

Appliances

Coverage includes all expenses for functional replacement parts and labor

P Range P Refrigerator P Dishwasher P Dryer P Microwave

1-800-626-2224

Direct Response Communications Version 2.0 Page 85

GE Money

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

Get a loan from the comfort of your home

Dear Mr. Smith,

Getting a loan can mean lining up, ﬁ lling 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 oﬀ er is

extended to you until March 31

st

so please consider this oﬀ er soon.

APR

7.99%

― one of our lowest

rates ever

imagination at work

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

**,

w

,†Please see the reverse side for important conditions to this oﬀ er.

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

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

• No annual fee

• APR as low as 7.99%

†

• Credit lines up to $25,000

†

Call Toll Free: 1-800-363-3996

GE Money

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 beneﬁ ts:

• 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, qualiﬁ ed 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.

GE

ACT NOW TO RECEIVE up to 20% SAVINGS

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

Save

20%

• No annual fee

• APR as low

as 7.99%

†

• Credit lines up to $25,000

†

Call Toll Free:

1-800-363-3996

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible ― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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.

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

Convenient and Flexible

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

GE Money

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 beneﬁ ts. 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 ﬂ uid and organic in design style to express our contemporary image. Violators on letterhead are in contrast to organic design and should be avoided.

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

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

Both these examples call out the oﬀ er, key features or beneﬁ ts within ﬂ uid and organic shapes.

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

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

Direct Response Communications Version 2.0 Page 86

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 ﬁ t in a designated space is not within the guidelines.

Limit the use of photographs to one per letterhead.

Photo bleeds oﬀ page. Cropped photos. Square-cut photos.

GE

Commercial Finance

Mr. Bob Smith SVP ABC Company 123 Anystreet Anycity, CA 10001

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 ﬂ exibility, and the unmatched capital resources of the GE company.

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

- $15, 424,000 ﬁ xed rate acquisition ﬁ nancing for 10 years for the Village of the Four Seasons in San Jose, California.

- $8,000,000 low leverage, ﬁ xed rate reﬁ nancing 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.

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

Sincerely,

Lew Grace, Managing Director

imagination at work

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.

GE

Energy

imagination at work

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

**,

w

,

†

Please see the reverse side for important conditions to this oﬀ er.

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

GE Money

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you need as well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

Direct Response Communications Version 2.0 Page 87

Raymond Hulett 123 Anystreet Anytown, USA

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 beneﬁ ts:

• 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, qualiﬁ ed 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 oﬀ er, please complete the enclosed application or call

1.800.555.5555 or visit geappliances.com/spp before September 5

th

, 2005.

Special Oﬀ er: Save 20%

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 eﬀ ective, 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 eﬀ ective 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.

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

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 beneﬁ ts:

• 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, qualiﬁ ed 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.

Raymond Hulett 123 Anystreet Anytown, USA

Special

Oﬀ er:

Coverage on

4 major

appliances

for only

$

229.

00

Call Toll Free

1-800-626-2224

ACT NOW

TO RECEIVE

20% SAVINGS

1-800-626-2224

GE

Appliances

Direct Response Communications Version 2.0 Page 88

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.

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

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, qualiﬁ ed 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!

ACT NOW TO RECEIVE

20% SAVINGS

1-800-626-2224

www.GEAppliances.com/spp

Coverage includes all expenses for functional replacement parts and labor

P Range P Refrigerator P Dishwasher P Dryer P Microwave

GE

Appliances

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

**,

w

,†Please see the reverse side for important conditions to this oﬀ er.

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

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

• No annual fee

• APR as low as 7.99%

†

• Credit lines up to $25,000

†

Call Toll Free: 1-800-363-3996

GE Money

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the

amount you need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 oﬀ er, 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 oﬀ er is no longer valid.

**,w,

†

Please see the reverse side for important conditions to this oﬀ er.

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

GE Money

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.

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.

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.

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

Martyn Durran Head of Sales

P.S. Lorem ipsum dolor sit amet , consetetur sadip-

scing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna

Enter to Win

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

Dream Kitchen

Sweepstakes

1. 2. 3. 4.

Direct Response Communications Version 2.0 Page 89

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you needas well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 your goal is to eliminate $10,000 of debt, your strategy might be:

Requested Amount Request $10,000 Repayment Term Request 48 months Monthly Payment $245 (based on a 7.99% APR)

Success! You could be debt-free in 48 months!

Based on an APR of 7.99%

w

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

• 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

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

GE Money

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 beneﬁ ts:

• 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, qualiﬁ ed 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.

GE

ACT NOW TO RECEIVE up to 20% SAVINGS

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

Save

20%

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

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

— you can customize your account by requesting the amount you

need as well as the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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.

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

No annual fee

Funds can be deposited directly into your checking account

APR as low as

7.99%

†

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

Credit lines up to $25,000

†

Use your account for anything you want

P

GE Money

SPECIAL OFFE

R

1-800-626-2224

www.G

EAppliances.com

SPECIAL OFFE

R

1-800-626-2224

www.G

EAppliances.com

SPECIAL OFFE

R

1-800-626-2224

www.GEAppliances.com

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 beneﬁ ts:

• 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, qualiﬁ ed 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

.

GE Industrial

ACT NOW TO RECEIVE up to 20% SAVINGS

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

8.03 Letters/Letterhead: Improper Use (continued)

5. Don’t use ﬂ ags 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. 7. 8.

Direct Response Communications Version 2.0 Page 90

8.04 Forms

Direct Response Communications Version 2.0 Page 91

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. Monogram on both letter and tear-oﬀ

form is not allowed.

Call Toll Free

1-800-363-3996

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

A GE Money specialist is waiting for your request.

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

• 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

GE Money

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

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

!

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!

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 r

epresentative 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

REQUESTED AMOUNT †REQUESTED REPAYMENT TERM

†

HOME PHONE WORK PHONE CELL / OTHER PHONE WHERE WE MAY CALL YOU

TOTAL HOUSEHOLD INCOME* PROVIDE A 4-DIGIT SECURITY CODE DO YOU

:

MAIL-IN ACCEPTANCEFORM

24 36 48 60 72 84 (months)

SOCIAL SECURITY NUMBER DATE OF BIRTH (MM/DD/YY) BEST TIME TO CALL (HH:MM)

s

!

Requested

Amount

Repayment Term (months)

36 48 60

$25,000 $786

$612 $509

$15,00

0 $472 $367 $305

$10,00

0 $315 $245 $204

$5,000 $157 $122 --

Based on anAPR of 7.99%

monthly payment amount

PR-LtrB7-06/05

am pm

― with a credit line up to $25,000†and a

†

Use your line for anything you want...even to consolidate your bills

minutes to

The funds can be deposited directly into your

t by requesting the amount you need

r

.

PHONE-IN MAIL-IN ACCEPTANCE FORM

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you needas well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 your goal is to eliminate $10,000 of debt, your strategy might be:

Requested Amount Request $10,000 Repayment Term Request 48 months Monthly Payment $245 (based on a 7.99% APR)

Success! You could be debt-free in 48 months!

Based on an APR of 7.99%

w

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

Call Toll Free

1-800-363-3996

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

A GE Money specialist is waiting for your request.

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

• 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

GE Money

Convenient and Flexible

It’s the Line of Credit from GE Money ― a personal

line of credit with the convenience and

ﬂ exibility you need to do it all!

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

!

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!

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 r

epresentative 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

REQUESTED AMOUNT †REQUESTED REPAYMENT TERM

†

HOME PHONE WORK PHONE CELL / OTHER PHONE WHERE WE MAY CALL YOU

TOTAL HOUSEHOLD INCOME* PROVIDE A 4-DIGIT SECURITY CODE DO YOU

:

MAIL-IN ACCEPTANCEFORM

24 36 48 60 72 84 (months)

SOCIAL SECURITY NUMBER DATE OF BIRTH (MM/DD/YY) BEST TIME TO CALL (HH:MM)

s

!

Requested

Amount

Repayment Term (months)

36 48 60

$25,000 $786

$612 $509

$15,00

0 $472 $367 $305

$10,00

0 $315 $245 $204

$5,000 $157 $122 --

Based on anAPR of 7.99%

monthly payment amount

PR-LtrB7-06/05

am pm

― with a credit line up to $25,000†and a

†

Use your line for anything you want...even to consolidate your bills

minutes to

The funds can be deposited directly into your

t by requesting the amount you need

r

.

PHONE-IN MAIL-IN ACCEPTANCE FORM

Dear Mr. Sample;

Introducing a smart ﬁ nancial 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-qualiﬁ ed* 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 ﬁ ll 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 ﬂ exible

― you can customize your account by requesting the amount you needas well as

the length of your repayment term.

Of course, the greatest ﬂ exibility 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 ﬂ exible...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 your goal is to eliminate $10,000 of debt, your strategy might be:

Requested Amount Request $10,000 Repayment Term Request 48 months Monthly Payment $245 (based on a 7.99% APR)

Success! You could be debt-free in 48 months!

Based on an APR of 7.99%

w

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

Direct Response Communications Version 2.0 Page 92

Apply today to

SAVE 10%

Service Protection Plus by GE

Please complete and mail back this contract application to:

Service Address:

Dan Steen 80 Washington PL Ridgewood, NJ, 07450

Step One: Select Products to be Covered

Product Model # Price for 1 Year Plan Discount

Dishwasher 12345 $56.95 $51.95 Microwave 67891 $35.95 $29.95

One Year 3 paymenst of $XX OR Total $XX.XX Two Year 3 payments of $XX OR Total $XX.XX Three Year 3 payments of $XX OR Total $XX.XX

Step Two: Select Length of Coverage

Step Three: Select Payment of Your Choice

Credit Card Bill my credit card Visa Mastercard Discover Card # Expires / Check Enclosed is my check or money order.

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.

Never worry about missing a payment. Your fee is paid automatically through your checking account or credit card.

Unlimited service calls from specially trained technicians.

You pay nothing for repairs to operating components that fail during normal use.

Apply today with our easy 3-step process.

P P

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.

Typography

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

Headlines and Subheads

Headlines and subheads can be justiﬁ ed left or centered. Don’t set any headlines or subheads on forms ﬂ ush right.

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.

Use of color and white space are eﬀ ective at laddering a consumer through the information in a clear and simple manner.

Direct Response Communications Version 2.0 Page 93

Loan Agreement Form

Agreement No.

Ref: Customer No:

1

With Payment Protection Without Payment Protection

1. Amount of Credit Limit

2. Period of Agreement Months Months

3. Frequency of Repayment Instalments Monthly Monthly

4. Amount of Each Instalment

5. APR

6. Number of Repayment Instalments

7. Total Amount Advanced

8. Interest Rate Variable Variable

Your Loan Details

2

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

Payment Protection Plan

3

Electronic Funds Payment Option

4

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

Your Information

Name

Address

Residential Status: Homeowner Tenant Living with Parents

Length of time at address Years Months

Work Name

Work Address

Occupation Salary

Length of time in current employment? Years Months

Phone (h) (w) (m)

Date of Birth Can we contact you at work? YES NO

Marital Status: Single Married Widowed Separated

Purpose of this Loan

Mortgage/Rent: per month

Other Loans: per month

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 Date / /

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.

Customer Signature Date / / Monthly Premium

8.04 Forms: Design (continued)

The examples below show ﬂ exibility 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.

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

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

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

Loan Agreement Form

Agreement No.

Ref: Customer No:

1

Name

Address

Residential Status: Homeowner Tenant Living with Parents

Length of time at address Years Months

Work Name

Work Address

Occupation Salary

Length of time in current employment? Years Months

Phone (h) (w) (m)

Date of Birth Can we contact you at work? YES NO

Marital Status: Single Married Widowed Separated

Purpose of this Loan

Mortgage/Rent: per month

Other Loans: per month

1

With Payment Protection Without Payment Protection

1. Amount of Credit Limit

2. Period of Agreement Months Months

3. Frequency of Repayment Instalments Monthly Monthly

4. Amount of Each Instalment

5. APR

6. Number of Repayment Instalments

7. Total Amount Advanced

8. Interest Rate Variable Variable

2

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

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.

Customer Signature Date / / Monthly Premium

4

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 Date / /

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

Your Loan Details

Payment Protection Plan

Electronic Funds Payment Option

Your Information

Loan Agreement Form

Agreement No.

Ref: Customer No:

1

Name

Address

Residential Status: Homeowner Tenant Living with Parents

Length of time at address Years Months

Work Name

Work Address

Occupation Salary

Length of time in current employment? Years Months

Phone (h) (w) (m)

Date of Birth Can we contact you at work? YES NO

Marital Status: Single Married Widowed Separated

Purpose of this Loan

Mortgage/Rent: per month

Other Loans: per month

1

With Payment Protection Without Payment Protection

1. Amount of Credit Limit

2. Period of Agreement Months Months

3. Frequency of Repayment Instalments Monthly Monthly

4. Amount of Each Instalment

5. APR

6. Number of Repayment Instalments

7. Total Amount Advanced

8. Interest Rate Variable Variable

Your Loan Details

2

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

Payment Protection Plan

3

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.

Customer Signature Date / / Monthly Premium

Electronic Funds Payment Option

4

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 Date / /

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

Your Information

Loan Agreement Form

Agreement No. Ref: Customer No:

Name

Address

Residential Status: Homeowner Tenant Living with Parents

Length of time at address Years Months

Work Name

Work Address

Occupation Salary

Length of time in current employment? Years Months

Phone (h) (w) (m)

Date of Birth Can we contact you at work? YES NO

Marital Status: Single Married Widowed Separated

Purpose of this Loan

Mortgage/Rent: per month

Other Loans: per month

2. Your Loan Details

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.

Customer Signature Date / / Monthly Premium

4. 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 Date / /

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

1. Your Information

With Payment Protection Without Payment Protection

1. Amount of Credit Limit

2. Period of Agreement Months Months

3. Frequency of Repayment Instalments Monthly Monthly

4. Amount of Each Instalment

5. APR

6. Number of Repayment Instalments

7. Total Amount Advanced

8. Interest Rate Variable Variable

Direct Response Communications Version 2.0 Page 94

8.05 Brochures, Postcards and Inserts

Direct Response Communications Version 2.0 Page 95

8.05 Brochures, Postcards and Inserts: Monogram

The Monogram must be justiﬁ 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 bottom left.Monogram top left.

Beneﬁ t from adding on.

Spend time with each other. Not a repair man.

Service Protection Plus by GE

Direct Response Communications Version 2.0 Page 96

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

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 ﬂ exibility 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 justiﬁ ed left. Do not center or right justify copy. Do not indent paragraphs. You have ﬂ exibility 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.

Direct Response Communications Version 2.0 Page 97

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 speciﬁ c information.

In direct response applications, DR marketers have the ﬂ exibility of using horizontal reverse-out bars for motivating conversion or inﬂ uencing 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 ﬂ exibility 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.

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.

Reverse-out bar with call-to-action.

GE Money

Get a loan from the comfort of your home.

1-888-555-5555

Direct Response Communications Version 2.0 Page 98

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 oﬀ ering creative ﬂ exibility.

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.

Accuracy is everything

Energy Solutions from GE, through its acquisition of BHA Group, now oﬀ ers a full range of emission testing services.

To ﬁ nd out more:

1. Call 1.800.555.5555

2. Go online to www.ge.energy.com

3. Email bob@geenergy.com

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

U.S. Postage

Paid

imagination at work

GE

Energy

In emissions testing, accuracy is everything.

imagination at work

Dear Mr. Sample,

An annual check up on your trailer ﬂ eet can help you:

- Put the right mix of trailers on the road

- Keep the ﬂ eet productive and proﬁ table

- Stay ﬂ exible in today’s business environment

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

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

U.S. Postage

Paid

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.

Trailer Fleet Services by GE

Have your trailers been diagnosed recently?

Direct Response Communications Version 2.0 Page 99

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 justiﬁ ed in any way necessary to clearly present information.

“Highlighting” techniques can be used to draw the reader’s eye to very speciﬁ c points and diﬀ erentiated beneﬁ ts (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 beneﬁ ts 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.

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

Preferred use of color on chart to increase readability.

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

Save $518 per month

Other programs may lower your payments even more!

Total of Total Monthly Debt Balance Payments

Credit Card

$5,267 $105 Personal Unsecured Bank Loan $8,996 $209 Department Store Credit Card $3,400 $68 Auto Loan $12,400 $292 Home Improvement Loan

$7,937 $105 First Mortgage $110,000 $769 Total Before $148,000 $1,548

Total After GE Money Loan Solution $155,000 $1.030

Simplify your life...

Here’s an example of what one of our loan solutions

could mean to your monthly bottom line.

$1,548

$1,030

PR PQ-O6O5-L

Total Monthly Payment After

Home Loan from

GE Money

(1) The Bank Card payment is based on APR of 13.00% (2) The Personal Unsecured Bank Loan payment is based on an APR of 13.98% (3) The Department Store Credit Card payment is based on an APR of 20.65% (4) The Auto Loan payment is based on an APR of 6.16% (5) The Home Improvement Loan payment is based on an APR of 9.92% (6) The First Mortgage Loan payment is based on an APR of 7.50%,

GE Money does not escrow tax and insurance payments.

(7) GE Money loan payment example: On a loan of $155,000 (which

includes $4,995 closing costs fees ﬁ nanced and $2,005 cash-out, 30 year (360 payments), ﬁ rst 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 ﬁ nancial 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.

Current Monthly Payment

Simplify your life...

Here’s an example of what one of our loan solutions

could mean to your monthly bottom line.

PR PQ-O6O5-L

(1) The Bank Card payment is based on APR of 13.00% (2) The Personal Unsecured Bank Loan payment is based on an APR of 13.98% (3) The Department Store Credit Card payment is based on an APR of 20.65% (4) The Auto Loan payment is based on an APR of 6.16% (5) The Home Improvement Loan payment is based on an APR of 9.92% (6) The First Mortgage Loan payment is based on an APR of 7.50%,

GE Money does not escrow tax and insurance payments.

(7) GE Money loan payment example: On a loan of $155,000 (which

includes $4,995 closing costs fees ﬁ nanced and $2,005 cash-out, 30 year (360 payments), ﬁ rst 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 ﬁ nancial 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.

$1,548

$1,030

Total Monthly

Payment After

Home Loan from

GE Money

Current Monthly

Payment

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

Other programs may lower your payments even more!

<

Total of Total Monthly Debt Balance Payments

Credit Card $5,267 $105 Personal Unsecured Bank Loan $8,996 $209 Department Store Credit Card $3,400 $68 Auto Loan $12,400 $292 Home Improvement Loan $7,937 $105 First Mortgage $110,000 $769

Total Before $148,000 $1,548

Total After GE Money Loan Solution $155,000 $1.030

GE Money

In-market test sample of a handwritten lift note.

Direct Response Communications Version 2.0 Page 100

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.*

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.

Requested Repayment Term

(mths)

Amount 24 36 48

$5,000 $259 $191 $157

$4,000 $207

$153 $126

$3,000 $156 $115 ― $1,500 $78 ― ―

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.*

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.

$5,000 $259 $191 $157

$4,000 $207

$153 $126

$3,000 $156 $115 ― $1,500 $78 ― ―

Requested Repayment Term

(mths)

Amount

24 36 48

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.*

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.

$5,000 $259 $191 $157

$4,000

$207

$153

$126 $3,000 $156 $115 ― $1,500 $78 ― ―

Requested Repayment Term

(mths)

Amount

24 36 48

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.*

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.

Requested

Repayment Term

(mths)

Amount

24 36 48

$5,000 $259 $191 $157

$4,000

$207

$153

$126 $3,000 $156 $115 — $1,500 $78 — —

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 diﬀ erent levels of color shading can be used to break up sections of charts.

To call attention to speciﬁ c 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 speciﬁ c aspects of a chart.

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

Limited use of a secondary color.

Use of alternate shaded lines to make chart content easier to follow. Use of highlighting to draw attention to speciﬁ c ﬁ gures within a chart.

GE Brand Expression Guidelines, Brand Expression Guidelines 2.0 Direct Response

Specifications and Main Features

Frequently Asked Questions

User Manual