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Article
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Variable data printing
Article By:
Leininger, John Department of Graphic Communications, Clemson University, Clemson, South Carolina.
Last reviewed:2010
DOI:https://doi.org/10.1036/1097-8542.YB100198
Variable data printing (VDP) is a dynamic form of printing in which text and images in a printed piece are changed based on the specific characteristics of the reader—these changes are triggered by information in a database. They may relate the printed piece to someone's age, gender, occupation, and personal interests. The piece can address multiple demographic points to target the message to the reader. In essence, the printed piece is created uniquely for the individual (Fig. 1). Studies have shown that if the message is properly targeted to the interests of the recipients, there will be a higher response to the offer.
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