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Business Definition for: action device

Dictionary of Marketing Terms
action device

component of a direct marketing promotion designed to generate reader involvement through performing a physical action, such as pasting on a stamp or placing a token in a slot; also called involvement device. The theory is that a greater involvement will bring a higher response from the reader. A good example of this type of device is Publishers Clearing House sweepstakes packages designed by Henry Cowan, a major proponent of the involvement device theory; these packages often utilize a stamp sheet .

See also scratch off , pull tab
Related Terms:
scratch off

action device used in direct mail packages consisting of an opaque substance that can be scratched away with a fingernail or coin to reveal a hidden message. The substance is usually a metallic silver or gold. Scratch offs are frequently used for instant winner lottery tickets or sweepstakes entry forms to conceal the winning (or losing) number.

pull tab

action device used on an outer envelope consisting of a perforated strip that, if pulled, will easily open the envelope. The pull tab is often cut in the shape of an arrow for greater dramatic emphasis.

Referring Terms:
involvement device
Copyright c 2000, 1994, 1987 by Barron's Educational Series, Inc. Reprinted by arrangement with Publisher.
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