Variable Printing - Micro-Dissemination: Trends in the 21st Century

The development of technology has enabled the printing and communications industry to reach a new field - point-to-point, variable printing or personalized printing, which is a more effective way of communication.

Summary

The principle of peer-to-peer micropropagation differs from that of large-scale dissemination. It generates the role of the recipient and tries to find suitable information for the recipient. This working method will increase the efficiency of communication and increase the response rate. It will become a trend in the 21st century.

introduction

The communicating party must have the ability to produce special information, and the receiving party must be willing to accept and understand this information, which is the basis for effective communication. Key factors include the recipient’s willingness to receive information, his interest in information, his ability to understand information, and most importantly, the recipient’s ability to take action.

Peer-to-peer micro-transmission treats recipients as individuals with independent preferences and needs. This mode of communication provides recipients with specific information to meet their requirements. Micro-communication will have contact with the recipient, micro-communication will focus on the values ​​of each audience, and will have an audience relationship network. Some studies have shown that the response rate of personalized mail sent to conditional buyers is 10 times higher than the blind mass mailing (Alexander, 1999; Crockett, 1999; Romano, 1999).

The basic technologies and major media for micro-propagation are products of variable printing, a combination of full-color digital printing and database technology. The concept of variable printing came about in 1970. Some major financial companies, like American Express and Citibank NA, have been using object marketing techniques to identify potential consumers. Due to the development of database technology, the increased availability of databases that store consumer data, and the fact that most people prefer personalized direct mail rather than misleading mass mailings, variable printing has become a new trend in the print communication industry.

Based on the level of content and change, variable printing can be divided into two generations (Romano, 1998; Ray, 1998). The first generation of variable printing processes is represented by high-speed inkjet printers that print very little information on each sheet. Second-generation variable printing has made full use of variable amounts of data and digital presses to create a single image including color graphics. Full prints of pictures and pictures. Romano (1998) further divided the variable printing into twelve different levels, ranging from "write addresses for the residents, the same contents, the lowest level of the same paper" to the "personalized mails for the printed sheets or the recipients. The highest level of each pixel on each part (P.18).

The development of database technology, online on-line technology and digital printing technology now establishes a solid foundation for variable printing. Databases and software systems allow printers to create multiple copies of a document. Each copy has its own unique personality, and it can also be passed directly to the digital press or stored as a file. By analyzing consumer preferences, buying patterns, revenue status, and other consumer market conditions that are collected online, e-commerce can accurately meet everyone’s needs. Digital printing can print personalized reproduction products with stable quality. Relying on database technology, online on-line technology, and digital printing technology, each print can be highly personalized, making variable printing a very useful tool for object marketing. Because of direct marketing and growth in efficiency and acceptance, variable printing, a value-added tool, will continue to grow and generate more revenue opportunities in the future (Mathison, 1998; Romano, 1998; Romano, 1999; Tilden, 1998).

Variable Printing Technology Overview

Variable printing is a powerful tool for direct marketing activities. Its purpose is to pass the correct information to the corresponding object. Information based on consumer preference, with a high degree of variability, will increase the exchange between merchants and consumers, and increase the response rate, which is different from mass communication and broadcasting. The starting point of this process is the target consumer. This workflow is relative to conventional printing. The latter's workflow begins with object authentication. After the object list is generated, it is the content information list. The different information displayed on each print is based on the preferences and needs of the target recipient. Therefore, the transmitted information will be very agitating to the recipient.

In order to pass appropriate information to the right target audience, database analysis and database management are the most important tasks in making variable printing. Because of the importance of databases in variable printing, printers need to shift focus from printing operations to database preparation. (Ray, 1998; Romano, 1998; Tilden, 1998) and positioned itself as a provider of information services rather than as a printer or manufacturer of printed products.

Important conditions to consider for successful variable printing include:

1. Effective database analysis, management and maintenance

Variable printing workflows differ from traditional printing. The most important process of variable printing is database analysis. Its function is to study the plan or behavior, to be familiar with the connection between the action plan and business purpose, and to confirm the strategy for realizing the business purpose. The database analysis of variable printing includes thorough investigation and research on the purpose of publishing/printing, useful data, each target and method, and the content of information. More importantly, the database needs to accomplish this goal. The next step is to organize useful data, organize relationships between databases, and build databases. After the database is established, in order to manage and maintain them, there needs to be a definite procedure to define and process the target, method, and database structure type. An easy-to-manage database system allows printers to efficiently collect, store, and restore data and information for variable printing.

2. Value-added plan

Make sure that both the inside and the outside of the print show something that can really attract attention. The most important feature of personalized mailings is to let recipients open it, because most mail prints are thrown away before they are opened.

The contents of the mail print should be for the recipient. The choice of a word or picture should be based on the designer's precise knowledge of the recipient's personal details. In order to show consumer preferences, designers have to have a real, substantive understanding of each recipient of the database.

3. Variable printing plan

Most of the cost of the variable printing plan lies in the supply of digital printing machines and parts, such as toner. The appropriate method for keeping costs to a minimum is to print immutable information on the lithographic printing press and then to personalize the information on the digital press.

Bad prints on mail printers may cause problems for variable printing, because bad prints means that some people will not receive the information transmitted by the print sheet. In order to pass the information to 100% of the target group, it must be reformulated. Plan or regain the production process.

4. The choice of software:

In order to produce actual printed copies, it is necessary to use appropriate software to combine variable information and digital printing equipment. We have many software programs available, each with its own unique features. Therefore, in order to select the right software, detailed investigation and research must be conducted. Today's variable-variable database software provides a wide range of performance and is targeted by a wide variety of applications. The most appropriate database software depends on the type of file it uses or uses to produce it. There are many tools available for selection in the special variable database application phase. One of the best ways to distinguish between these programs is to evaluate the suitability and scalability criteria that each program provides.
Adaptability is a measure of the ease of use of software and the ability to support a wide range of variable print applications. For example, an easy-to-use graphical interface and complete control of the position, orientation, and attributes of different elements (including text, images, and layouts). Scalability is a measure of software's ability to adjust a large number of variable workloads based on the size of the Post script file and the number of variable records. In addition, scalable software supports most client and server platforms.

The process of selecting variable database software begins with assessing the complexity of the use of variable printing, and then determines the degree of adaptability and scalability that this application requires. Low-end applications require moderate adaptability, but because the range of output anywhere is low to high, they require higher scalability. High-end applications include sophisticated graphics placement, multi-platform processing, and a large number of outputs. Therefore, the standards for adaptability and scalability are very high. When choosing software, one should be sure that its adaptive performance meets the plan's execution and the scalable performance meets the output's execution.

In addition to the adaptability and scalability of the software, users also need to know that some software is bundled with some kind of front-end or output device, and some can output variable data files like Post script files that can be sent to any Digital printing equipment.

5. Digital press selection:

When final prints are produced in variable printing, press performance is still an important consideration. Different digital printers have different production capabilities and costs. When dealing with highly variable data, it is important to choose the right digital press. In selecting a digital printer, the main factors for printers to consider are:

a. Cost: The price range for digital printers ranges from mid-price $2,000 (Canon CLC-100) to high-priced (Indigo`s Ultra Stream and Xerox Docu Color 400DI) costs around $600,000.

b. Speed: High-speed digital printers such as Ultra Stream and Agfa’s Chromapress32Si, Canon’s CLC2400, and Xeikon DCP/50D are all capable of high-speed printing.

c. Multi-color printing capabilities: Most digital printers have multi-color printing capabilities, and some high-speed digital printers (such as Indigo`s Ultra Stream) have seven-color printing capabilities.

d. Layout: The largest format inkjet printer can print a width of 72". Some manufacturers, such as Creo Scitex, Raster Graphics and Sign Tech, can print 196" widths.

Digital press selection depends on cost, speed, multi-color printing capabilities, and layout. Printers need to determine which of the four factors should be prioritized in order to make appropriate choices.

Developing object-oriented distributed database

The main driving force of variable printing is database technology. There are four major database models: hierarchical models, mesh models, relational models, and object-oriented models. Each model has different ways of representing relationships between record types. In order to adapt to the ever-expanding need for printing based on structured and variable databases, and also to include more complex data types, databases have become more complex. The latest trend is the object-oriented database, which provides a structure that can be used to define complex data relationships. Objects are the focus of data and information collection. The object-oriented database proposes a conceptual data relationship, which allows the database designer and printer not to care about how the data is physically connected.

For other database models, all consumer data has the same record structure. Object-oriented databases provide the flexibility to create a single record type change. For example, database designers use potential sources of information to identify potential consumers.

The available information includes income information obtained from a consumer voluntary questionnaire, information on household credit risk obtained from a credit questionnaire, procurement information obtained from lottery tickets and scanning technology, and business accounting from a store. The consumer's preference information on clothing obtained from the subscription information obtained from the magazine subscription form. The object-oriented database allows designers to define consumer data in different related fields. For an object-oriented database, the record type of each information is just a different consumer and does not require a series of separate commands.

Database management is a key task in variable printing. Object-oriented methods are often used to process and manage object-oriented databases. Therefore, each object that forms a database includes a method of operating on data. An object-oriented model requires a method that uses data in a way that is related to this method.

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