The 32nd Caples Awards entries are now closed. Finalists will be announced December 14, 2009.

Direct Mail

Direct Mail Dimensional, over $5 cost-per-piece

Any mail effort that includes premiums or other three-dimensional components mailed in a tube, carton or other non-standard carrier. Must solicit a measurable action. Cost-per-piece is determined by a rollout budget that includes all in-the-mail costs except postage, delivery, creative development, and agency fees. Costs for paper, printing, list rental, merge/purge, computer processing, and letter shop are included.

Direct Mail Dimensional, under $5 cost-per-piece

Any mail effort that includes premiums or other three-dimensional components mailed in a tube, carton or other non-standard carrier. Must solicit a measurable action. Cost-per-piece is determined by a rollout budget that includes all in-the-mail costs except postage, delivery, creative development, and agency fees. Costs for paper, printing, list rental, merge/purge, computer processing, and letter shop are included.

Direct Mail, Customer Retention

Any mail effort targeting an existing customer file for the purpose of enhancing customer loyalty. Includes thank you gifts, service announcements or communication of customer benefits, in exchange for which the customer need take no action. (This is an exception to the reply mechanism requirement.)

Direct Mail, Flat

Select one of the following quantities.

• 1-500 pieces
• 501-10,000 pieces
• 10,001-100,000 pieces
• 100,001+ pieces

Letters, self-mailers, and/or packages, soliciting a measurable action. Must include a reply response mechanism. Does not require special postage, boxes or padded envelopes for delivery.

Print 

Print Ad

Display or classified advertisements soliciting a measurable action in magazines or newspapers, including preprints or freestanding inserts. Must include an address, URL, trackable coupon, or toll-free number as a reply mechanism.

Print Collateral, non-mail

Any solicitation intended for a target but which is not delivered via mail. May include take-ones, door hangers, handouts, posters, P.O.P, etc. Must include a reply mechanism.

Digital

Branded Web site

The main home of a marketer or campaign. Must include a benefit requiring interaction with the site or a solicitation for another mea­surable action. Every entry must include a call to respond interac­tively via an online service or network, or by mail or telephone. Web sites will be judged based on overall conceptual strength, including copy, design, information architecture, plus original and appropriate use of technology.

E-Commerce Web site

Any web site whose main purpose is to sell products or services directly off the site. Must include data collection, billing collection, and shipping information. E-Commerce web sites will be judged on overall design, ease of navigation, extension of main brand, plus appropriate use of technology.

E-Mail

Any email messages soliciting a measurable action. Entries will be judged on overall conceptual strength, including subject line, body copy, design, plus original and appropriate use of technology, if employed. Please describe anything unique or creative about your choice of the target audience.

Microsite

An individual web page or cluster of pages which are meant to function as an auxiliary supplement to a primary web site. May be used to enhance a specific marketing effort. The microsite's main landing page most likely has its own URL. Must include a benefit requiring interaction with the site or a solicitation for another measurable action. Every entry must include a call to respond inter­actively via an online service or network, or by mail or telephone. Microsites will be judged based on overall conceptual strength, including copy, design, information architecture, plus original and appropriate use of technology.

Online

Any legally placed message on a site or search engine including banner ads, search and web videos. Must include a measurable call to respond interactively via an online service or network, or by mail or telephone. Banner ads will be judged based on overall conceptual strength, including copy and design, plus original and appropriate use of technology, if employed. Describe the uniqueness or creativity of the placement, databases, or targeting.

Campaigns

*Two or more different elements of media.

Interactive Campaign

Two or more digital elements (emails, banner ads, web videos, etc.) that drive to a specific web site or microsite. Every element must be digitally based and provide a measurable response mechanism.

Integrated Campaign

Two or more elements in a minimum of two different media, all developed from the same brief/strategy/objective and all driving to the same call-to-action. Every element must include a reply mecha­nism.

Other Media

Agency Self Promotion

Any material, in any media, designed to promote or sell the services of an advertising agency. Must include a reply mechanism. NOTE: This is the only category where it is acceptable to present your agency name/logo on the creative and entry form.

Ambient/Guerilla Marketing

Any effort that utilizes street teams, pop-up stores, sidewalk art, and other non-traditional media found in the real world where consumers are forced to interact with it. Must include a response mechanism or measurable call-to-action.

Mobile Marketing

Digital commercial message with direct response component deliv­ered through portable device such as mobile phone, PDA, PSP, tablet, GPS systems, MP3 and iPod players. Can include SMS programs with or without digital signage, audio and video podcasts, mobile gaming, couponing, QR (Quick Response) codes and more. Must solicit a measurable action with an effective call to respond interac­tively via online service or network, or by mail or telephone.

Out of Home

Any billboards, transit signage, multi-sheet posters, bus shelters, phone kiosks, mobile panels, wallscapes, etc. Must include a reply mechanism.

Radio

Any direct response spots soliciting a measurable action. Must include an address, URL, or 800 number as a reply mechanism.

Retention/Loyalty, non-mail

Any effort targeting an existing customer file for the purpose of enhancing customer loyalty. Single media efforts include email, online messaging, print collateral, and other non-mail media. Multi-media efforts can include mail as part of the overall campaign. (This category is an exception to the reply mechanism requirement.)

Social Media

Efforts involving the use of online social media channels to support measurable marketing objectives. Includes placements or campaigns on YouTube, Facebook, Twitter, Orkut, Friendster, etc. Must include a response mechanism.

Television/Infomercial

Any direct response TV commercial or infomercial soliciting an inquiry donation or order. Must include a postal address, URL, or toll-free number as reply mechanism.

Technique

Best Art Direction

Any single or campaign entry using any media type whose creative solution is dependent upon the power of art direction and design. Entries can be submitted on behalf of individuals or a full agency team of up to three people.

Best Copywriting

Any single or campaign entry using any media type whose creative solution is dependent upon compelling copywriting. Entries can be submitted on behalf of individuals or a full agency team of up to three people.

DM Student Campaign of the Year (please consult separate entry kit for full details)

This award is for a student who shows outstanding ability in a range of core DM skills, and it is designed to attract, encourage, and reward future talent. The winning student or group will receive a $5,000 cash prize and an internship at Alloy Media+ Marketing. The award is open to all undergraduate students, regardless of their field of study, provided that they were enrolled during the eligibility. Entry details will be issued upon request.