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Effective Direct Mail Postcards

admin — Fri, 23 Sep 2011 21:06:41 +0000

Direct Mail Postcards - High-Impact Advertising Tool for a Successful Business

There's a reason why direct mail postcards are used by most people. Probably this is the main reason, too, why proactive businesses and companies today are adopting postcard printing as a marketing tool to reach their customers in a much broader scope. While most large companies do well with high-powered media and marketing campaign, small business are comforted by the fact that they can play with the competition through practicality – the use of a high impact postcard marketing as a promotional tool.

It comes as no surprise then that some companies realized the effectiveness of direct mail postcards. For one, postcards are relatively cheaper than the customary print marketing like flyers, brochures and other allied promotional items. Aside from that, there is a lower possibility that the postcards would find their way to the basket bins unlike ordinary marketing letters placed in mailing envelopes. It is believed that people would more likely reject envelops than the postcards because they tend to be time-consuming especially for busy folks. Postcards however are more direct and expressive so that it would be virtually impossible for the reader to flip them out without taking time to read the up-front message.

Likewise, direct mail postcards, if professionally designed, are most effective in catching the attention of the customers. In fact, some of them, especially those customized by printing companies, could stir up a sense of urgency that most people fail to resist. Because of its efficiency in drawing in interest, they are perfectly valuable in generating leads, company calls or visits. Postcard teasers that express the importance of acting now, instead of postponing later, are some of the effective methods used to get customers to action. Creativity in the words or statements chosen will take your postcard marketing campaign to a higher level.

To make the most out of your direct mail postcards, comprehensive and straightforward statements are winning combinations. Depending on the type of advertising campaign you're undertaking, it should reflect the aesthetic appeal of the postcards. Cards that provide compelling messages and urging the buyers to do the next action often result to high response rates. But everything has to be made on a more friendly tone as if you are writing for a friend and you are recommending a particular company or product that will provide the solution he or she is looking for. There is a lot to learn about how to scheme your postcards. But over time, and with persistence, ingenuity will just follow.

To take advantage of the value of direct mail postcards in your marketing efforts, make sure that the recipients are highly-targeted. For this purpose, you need to maintain an updated mailing list, with all the relevant client information, so that every postcard sent to the addressee is worth your time and effort. You can't afford to receive a return-to-sender postcard mail just because your internal listing was updated a few years ago. A good listing of customer information is crucial in capitalizing the benefits of targeted postcard marketing.

To wrap things up, direct postcard advertising is an economical promotional device that any business could use to maximize their marketing strategies while gaining business success at the same time.

About the Author

Are you looking for more information regarding direct mail postcards? Visit SonicPrint.com today!

How to Design an Effective Direct Mailer

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Direct Mail Usps Form

admin — Thu, 22 Sep 2011 20:10:31 +0000

Every Door Direct Mail Vs. Door Hanger Delivery (Why EDDM will crush the competition)

Every Door Direct Mail is a ground breaking new direct mail system created by the US postal service that allows businesses to mail postcards or other mail pieces at an astounding 14.2 cents per postcards. We think that the postage savings alone is enough to jump for joy and commit marketing resources to using the program – however, we thought it would be prudent to look at the alternatives to Every Door Direct Mail and compare them as viable solutions. As you can tell from the tone of our article, we soundly believe that EDDM is hands down a Direct Mail Marketing winner! Let's get started shall we?

Every Door Direct Mail involves mailing postcards to everyone in your businesses neighborhood for 14.2 cents. This is 66% off the cost of a standard stamp. So, for discussions sake, assume that you would be mailing 5000 postcards to your neighborhood for your business. 5000 postcards, not including the printing costs would be around $750 in postage. One of the alternatives to Every Door Direct Mail would be a Door hanger.

Many customers use door hangers as a "heel to toe" approach to marketing. Once you print your door hangers with a professional company you would walk down the streets of your neighborhood placing your door hangers on your prospects doors. This is a good solution because you don't have any costs except for printing, and your sweat equity, and time. If you have the time to invest into this type of program, it would be inexpensive and garner some results. However, if you are out delivering door hangers, you are not working on your business. How can you service your customers if you are out delivering door hangers? If you were to use EDDM instead, the post office will deliver your mail marketing message for you saving you all the time that you would have invested in delivering those door hangers. Some businesses will claim that they will pay someone $7 an hour to walk around and deliver door hangers so the business owner can concentrate on more important tasks, like taking care of their customers. This is a solution that some businesses think is viable. However, when you look closely you realize that even the fastest person could only walk around 40 houses in an hour. So if you divide $7 per hour by 40 houses, it would cost you 17.5 cents per door hanger that was delivered. That is over 3 cents more per delivery than a Every Door Direct Mail piece. Also you could not guarantee that your employee actually delivered the door hangers instead of throwing them in the garbage and milking the clock and wasting your money.

If you were do the door hanger yourself (saving your $7 per hour) it would take you 125 hours to deliver the same amount of pieces that your Every Door Direct Mail carrier would deliver in 1 day.

There simply isn't a better way to get your marketing message delivered in tangible form to your local customers. Personally, I feel bad for the Door Hanger deliver services, because this program will put them out of business.

Try Every Door Direct Mail for your business and we promise that you will see results.

About the Author

Stan Coyle has 25 years experience in Direct Mail marketing. He has taught seminars from New York to London and has settled in Tampa, Florida for a semi-retirement of fishing and relaxation. Not being able to leave work alone, he contributes to the success of postcard marketing customers all over the U.S. with his work at http://www.sonicprint.com.

SonicPrint.com can help you with your Every Door Direct Mail marketing postcard programs. We have helped thousands of businesses with their postcard marketing and we are experts in the Every Door Direct Mail program.

Google I/O 2011: Google Checkout: A Foundation For Payments

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Direct Mail Catalogs

admin — Sun, 04 Sep 2011 04:16:06 +0000

Statistics Probability question (its word problem, but simple question)?

A direct-mail advertiser has a continuing problem with mailing lists. Historically, about 18% of the addresses on maililing list have been bad. The advertiser has the opportunity to buy a new list, which laims to have a lower percentage of bad addresses. As a test before purchasing the new list, the advertiser takes a random sample of 200 addresses and sends catalogs by mail. After sufficient time has passes, the advertiser finds that 32 of the 200 addresses were bad.

P(32 of fewer bad addresses)= .2635

Q) Someonew commments that 32 bad addresses is certainly fewer than the expected value of 36 bad addresses, based on the historical rate of 18%, and recommends that the advertiser purchase the new list. How would you respond??

I would conduct the following hypothesis test and show that the there is no statistical evidence to suggest the proportion is less than 18%

Hypothesis Test for proportions:

Let X be the number of success in n independent and identically distributed Bernoulli trials, i.e., X ~ Binomial(n, p)

To test the null hypothesis of the form
H0: p = p0, or
H0: p ≥ p0, or
H0: p ≤ p0

Assuming that n*p0 > 10 and n * (1-p0) > 10 (some will say the necessary condition here is > 5, I prefer this more conservative assumption so that the approximations in the tail of the distribution are more accurate) then

find the test statistic z = (pHat - p0) / sqrt(p0 * (1-p0) / n)

where pHat = X / n

The p-value of the test is the area under the normal curve that is in agreement with the alternate hypothesis.
H1: p ≠ p0; p-value is the area in the tails greater than |z|
H1: p < p0; p-value is the area to the left of z
H1: p > p0; p-value is the area to the right of z

If the p-value is less than or equal to the significance level α, i.e., p-value ≤ α, then we reject the null hypothesis and conclude the alternate hypothesis is true. If the p-value is greater than the significance level, i.e., p-value > α, then we fail to reject the null hypothesis and conclude that the null is plausible. Note that we can conclude the alternate is true, but we cannot conclude the null is true, only that it is plausible.

The hypothesis test in this question is:

H0: p ≥ 0.18 vs. H1: p < 0.18

The test statistic is:
z = ( 0.16 - 0.18 ) / ( √ ( 0.18 * (1 - 0.18 ) / 200 )
z = -0.7362102

The p-value = P( Z < z )
= P( Z < -0.7362102 )
= 0.2308014

Since the p-value is greater than the significance level of 0.05 we fail to reject the null hypothesis and conclude p ≥ 0.18 is plausible.

Catalog and Direct Mail Optimization- Part 2 of 6

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Direct Mail Copywriter

admin — Wed, 27 Jul 2011 06:05:47 +0000

Would you hire me? I am a freelance writer, and for two years?

I have experience in various industries - from pharmaceuticals to education. I produce direct mail, web site optimization, writing press releases and even video production - won experience from my days of news television. I feel like I have to stay now in a dead end position! I got into a contracted position to a place I hate, and while everybody praises me up and down, I'm undisputed and underpaid. I'm not happy with them, but they provide a large portion of my income in general. Does anyone have advice?

Mother, if you have skills as an editor you can create your own income. I http://www.michelfortin.com/ frequent and perhaps join your membership site, thecopydoctor.com. You can produce immediate income by creating a WSO (Warrior Special Offer) in warriorforum.com. You need an account first and need to contribute to the board before running a WSO, but .. there is an urgent need for editors. If you offered to do a sales letter for $ 120 to $ 500 sales will get there. Build your business by referral and, of course, using their writing skills. Here's the thing, not position in the minds of others as "needing work" or "desperate for money." That is a major departure. Instead turn your writing skills and speak up. From a position of strength that will do well. Another person to side with Ray Edwards is also http://rayedwards.com/ ... For that copyright as a ghost writer for someone with a lot of business, Eric Louviere approach. It gets the job, farms, then checked again to make sure that in his style. He may want you to take your first course, but worthwhile. http://www.ericlouviere.com/

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Direct Mail Real Estate Investor

admin — Wed, 27 Jul 2011 05:46:26 +0000

Vena Jones Cox Real Estate Investment Marketing Video Blog Direct Mail

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Direct Mail Options

admin — Tue, 19 Jul 2011 22:59:32 +0000

How do I use Internet Explorer with my yahoo mail on my mailto defaul?

I have Windows Vista using Windows Mail as the mail protocol by default. When I click the email link (on craigslist) using Windows Mail. How to run a mail link using Internet Explorer my yahoo account. I know this is possible because other laptops do. i just have to change somthing in my internet options

I'm not sure if you have Vista could make a difference in the procedure or not - (no )---- guess I just have to try it and see. To make Yahoo Mail by default. Click Tools>>>> then click Internet Options. In the dialog that opens, click the "Programs" tab at the top, and then click the down arrow at the end of the line e-mail and choose Yahoo Mail. Apply and OK. If Yahoo is not listed as an option ----- (((Usually )))---- not have to download (or re-download) Messenger --- all of this ---- and that will put Yahoo on the list. Now go back (tools-options Internet, software) and you can select Yahoo --- apply and ok. Later, you can remove Messenger --- if you do not want it --- without affecting the environment.

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Direct Mail Printers

admin — Fri, 15 Jul 2011 15:58:18 +0000

You can tell how to cancel free subscrption personal ads from Yahoo, since I am a member?

"Http: / / help.yahoo.com/l/us/yahoo/personals/profile/pers-07.- ----------- html e-mail address to the printer dwnlded address to unsubscribe Yahoo Personals Yahoo Personals free and I can not find "My Profile "on my homepage, so I can at deleting my profile! Please cancel my subscription!

People on Yahoo Answers can not cancel membership. You need to do that. You said you can not find your "My Profile". This is how to find it: Go to http://personals.yahoo.com/ Yahoo! Contacts home page and log in at the top of the page you will see a checkbox labeled "My Profile" under My Contacts. The status of your profile is in the list.

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Avery Easy Peel White Mailing Labels for Laser Printers, 1 x 2.62 Inch, Box of 3000 Labels (5160)

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Remove Labels easily with Avery's Easy Peel feature. Columns can be separated to expose label edges for easier, faster peeling. Bright White Labels for sharper print quality.Jam-Free Guarantee. Easy-to-use Avery Tempalates for Microsoft Word...

65 lb Fine Parchment Paper, Acid/Lignin Free, Ivory

$16.55

DETAILS: Fine Parchment Cover Paper offers the finest cotton quality. Compatible with laser/inkjet printers and copiers. Designed for use as certificates, awards, pamphlets, menus, invitations, direct mail, signs and more. Made of heavyweight 65 lb. stock. Acid-free and lignin-free. Won't yellow. COLOR: Ivory UPC: 083514870468

ADORAMA PROJET PAPER 11X17-20 GLOSSY

$15.99

@@ Projet Gloss is a specially coated paper that is prepared by applying a uniquely formatted inkjet layer on a premium coated paper stock. Projet Gloss dries spontaneously, is water resistant and light fast, allowing for easy handling. @@ This paper is well suited for six (6) color inkjet printers which at times can require special handling while drying @@ Projet Gloss delivers sharp images and vivid colors. This paper is excellent for photographic commercial prints and direct mail pieces.

ADORAMA PROJET PAPER 4X6-50 GLOSSY

$6.95

@@ Projet Gloss is a specially coated paper that is prepared by applying a uniquely formatted inkjet layer on a premium coated paper stock. Projet Gloss dries spontaneously, is water resistant and light fast, allowing for easy handling. @@ This paper is well suited for six (6) color inkjet printers which at times can require special handling while drying @@ Projet Gloss delivers sharp images and vivid colors. This paper is excellent for photographic commercial prints and direct mail pieces.

ADORAMA PROJET PAPER 5X7-50 GLOSSY

$7.95

@@ Projet Gloss is a specially coated paper that is prepared by applying a uniquely formatted inkjet layer on a premium coated paper stock. Projet Gloss dries spontaneously, is water resistant and light fast, allowing for easy handling. @@ This paper is well suited for six (6) color inkjet printers which at times can require special handling while drying @@ Projet Gloss delivers sharp images and vivid colors. This paper is excellent for photographic commercial prints and direct mail pieces.

ADORAMA PROJET PAPER 8.5X11-50 GLOSSY

$16.95

@@ Projet Gloss is a specially coated paper that is prepared by applying a uniquely formatted inkjet layer on a premium coated paper stock. Projet Gloss dries spontaneously, is water resistant and light fast, allowing for easy handling. @@ This paper is well suited for six (6) color inkjet printers which at times can require special handling while drying @@ Projet Gloss delivers sharp images and vivid colors. This paper is excellent for photographic commercial prints and direct mail pieces.

ADORAMA PROJET PAPER 8X10-50 GLOSSY

$17.25

@@ Projet Gloss is a specially coated paper that is prepared by applying a uniquely formatted inkjet layer on a premium coated paper stock. Projet Gloss dries spontaneously, is water resistant and light fast, allowing for easy handling. @@ This paper is well suited for six (6) color inkjet printers which at times can require special handling while drying @@ Projet Gloss delivers sharp images and vivid colors. This paper is excellent for photographic commercial prints and direct mail pieces.

Direct Mail Utah

admin — Thu, 14 Jul 2011 12:11:00 +0000

Direct Mail in Salt Lake City Utah: How To Get Good Results In A Bad Economy!

Buy Wholesale by Mail 2001: The Consumer's Bible to Shopping Online, by Mail, by Phone

$7.00

Save Hundreds By Shopping From Home!A consumer's favorite for more than two decades, this bestselling guide shows you how to find incredible bargains when you shop by mail, phone, or mouse click. No matter what you're looking for, you can get it cheaper and delivered right to your doorstep: carpeting, caviar, snow tires, organic citrus, kitchen gadgets, clothing and footwear, jewelry, cameras, pet...

Recession resilient: Utah's direct selling industry is up and running.(Business Trends): An article from: Utah Business

$9.95

This digital document is an article from Utah Business, published by Olympus Publishing Co. on March 1, 2009. The length of the article is 1037 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Recession resilient: Utah's direct sell...

The use of coercive conduct by newspapers to enhance their competitive position against shared mail

...

Direct Info Marketing The Complete Vision

$9.99

4+~~Wide Media, LLC~~WideMedia, LLC~~http://itunes.apple.com/app/direct-info-marketing-the/id405241879?uo=5~~2010 Wide Media, LLC~~1.0~~3174032~~828083~~http://ebookapp.com/directinfo-marketing-the-complete-vision~~http://ebookapp.com/contact-us

Direct Mail Pieces

admin — Tue, 28 Jun 2011 22:18:22 +0000

What is a brand that does a lot of heavy advertising?

I have an assignment here...

Collect as many pieces of promotional material (ads, direct mail, etc) of a popular national brand as possible. Based on this promotional evidence, identify any bits of information that marketers intend to be associated with the brand. Create an associative network for the brand, integrating the documented nodes of information with other nodes.

Do you ever watch television, listen to the radio, see billboards, or read newspapers and magazines?

YES: Great! Pick one of the ads that catches your eye.

NO: Do you live in a padded room?

Solution of the Week: DriveCam Direct Mail Piece

Building a Mail Order Business

$65

Thorough and completely up-to-date, this authoritative guide covers every aspect of the mail order business, from the basics of getting started to the details of product selection, preparing a marketing plan, copywriting, designing graphics, printing, protecting yourself from competition, telemarketing, and advertising through magazines, radio, and television. In addition, a handy appendix lists hundreds of valuable contacts with complete addresses. In this new Fourth Edition, you'll learn the latest trends in mail order - what works and what doesn't, the most effective look in ads and mailing pieces, how to put together the most attractive offers, and much more. For entrepreneurs, direct marketers, business owners, and others eager to get into the mail order business, Building a Mail Order Business has proven itself to be an indispensable resource for the ideas, techniques, and expert advice that will lead to success.

CSG DIRECT MAIL

$0

4+~~CSG Direct, Inc~~CSG Direct, Inc~~http://itunes.apple.com/app/csg-direct-mail/id370525026?uo=5~~2010 CSG Direct, Inc~~2.1~~4498365~~4735313~~http://www.csgdirectmail.com/apps/iphone/DirectMail~~http://www.csgdirectmail.com/apps/iphone/DirectMail

Direct Mail Express

admin — Wed, 08 Jun 2011 22:08:40 +0000

The advantages of direct mail as a marketing tool

Direct Mail Marketing is a technique in which the seller sends marketing messages purchaser. Direct mail is a unique blend of advertising and sales. Sometimes referred to as Direct Marketing or direct response marketing. Direct mail is, as the term implies, a marketing message is delivered to prospects by mail. It opens a piece at a time and read a piece at a time.

Direct mail is a form of advertising in the print ads that advertisers email, letters or requests to other large groups of consumers. It is used in many different situations, limited mainly by the imagination of the advertiser. The term direct marketing is believed to have been first used in 1961 in a speech by Lester Wunderman, who pioneered the direct marketing techniques with brands such as American Express and Columbia Records.

There are two main features that distinguish the definition of direct mail other types of marketing or advertising. It is the commercial communication (direct mail, email, telemarketing) with consumers or businesses, usually unsolicited. This aspect of direct marketing involves an emphasis on tracking responses, positive and measurable consumer, regardless of medium.

The most common form of direct marketing is direct mail is sometimes called junk mail, used by advertisers who send paper mail to all customers postal services in an area or to all customers in a list. While many sellers of this marketing, some direct marketing efforts with the media media in particular have been criticized for the generation of unwanted applications. Some consumers are demanding an end to direct marketing reasons privacy and environmental, that direct marketing, providing for the use of "opt out" lists, variable printing and more Direct Mail Lists.

The Direct mail is one of the most measurable marketing. Is attractive to many marketers, because in many cases its positive effect can be measured directly. However, since the beginning of the Internet was the challenge of Marketing Executives are tracking direct marketing responses and measuring results. Response rates are generally higher when the response device is separate and not part of the brochure or letter. Response rates to prospects (non-customers) average around 1%.

One of the most important parts of your direct mail piece is the response mechanism. For example, if a seller sends one million applications by mail, and ten thousand customers can carry on as having responded to the promotion, the marketer can say with some confidence that the campaign led directly to the answers. By contrast, measurement of other media must often be indirect, since there is no direct response from a consumer. With direct mail marketing can encode parts email to determine the exact number of responses received from each campaign.

Direct mail is one of the most common forms of direct marketing in use today. Direct mail is a dynamic tool, versatile, and marketing is the most widely used direct marketing medium, and its popularity continues to grow despite the increase in shipping.

About the Author

Bob Withers is a professional sales and marketing person with over twenty years in the field. He has also turned his sights on internet marketing to apply his trade. If you want to get in touch with Bob or learn more about starting a home business and affiliate marketing please visit: Free Home Business and Affiliate Marketing Advice

Direct Mail Solution from Berry Network - Digital Express

DeLonghi BCO120T Combination Coffee/Espresso Machine

$65.45

Delonghi BCO120T Coffee & Espresso Maker BCO120T Coffee & Tea Makers...

Peter Lundy and the Medicine Hat Stallion

$9.98

Peter Lundy And The Medicine Hat Stallion Living with his family in the wild west fifteen-year old Peter Lundy is kind-hearted and curious. After discovering that a shady trader has stolen horses from an Indian tribe Peter returns the horses to the tribe's chief. In gratitude the chief gives Peter a pony as a reward. But when his father sells his horse Peter embarks on a quest determined to find i...

Coby Kyros 7-Inch Android 2.3 4 GB Internet Touchscreen Tablet - MID7012-4G (Black)

$129.99

Coby Kyros MID7012-4G 7" 4 GB Tablet Computer - Wi-Fi - Telechips 800 MHz MID7012-4G Tablets...

Microsoft Natural Ergonomic Keyboard 4000

$16.77

USB...

DYMO(R) 450 Desktop Mailing Solution

$339.99

Everything you need to address, weigh and stamp your mail - without going to the post office! Print precise USPS(R)-approved postage and address labels. Kit includes a USB-connected scale, LabelWriter printer and no-monthly-fee software. DYMO USB-connected scale instantly delivers the weight to the software which allows you to print postage for First Class Mail, Flat Rate Priority Mail, Envelopes and Boxes, Express Mail, Postcards and International Mail right from your computer. LabelWriter uses direct thermal technology so you never need ink or toner! Holds 2 label rolls at once so you can print an address label on 1 side and a postage label from the other - without switching rolls.

DYMO(R) Desktop Mailing Solution

$339.99

Everything you need to address, weigh and stamp your mail - without going to the post office! Print precise USPS(R)-approved postage and address labels. Kit includes a USB-connected scale, LabelWriter printer and no-monthly-fee software. DYMO USB-connected scale instantly delivers the weight to the software which allows you to print postage for First Class Mail, Flat Rate Priority Mail, Envelopes and Boxes, Express Mail, Postcards and International Mail right from your computer. LabelWriter uses direct thermal technology so you never need ink or toner! Holds 2 label rolls at once so you can print an address label on 1 side and a postage label from the other - without switching rolls.

Historic Trails and Roads in Kansas: California Trail, Oregon Trail, Santa Fe Trail, Oregon City, Oregon, Pony Express, John McLoughlin

$33.68

Chapters: Pony Express, Overland Trail, Chisholm Trail, Cherokee Trail, Abilene Trail, Texas Road, California Road, Great Western Cattle Trail, Jones Plummer Trail. Source: Wikipedia. Pages: 46. Not illustrated. Free updates online. Purchase includes a free trial membership in the publisher''s book club where you can select from more than a million books without charge. Excerpt: The Pony Express was a fast mail service crossing the North American continent from St. Joseph, Missouri, to San Francisco, California, from April 1860 to October 1861. It became the west''s most direct means of east-west communication before the telegraph and was vital for tying California closely with the Union just before the American Civil War. The Pony Express was a mail delivery system of the Leavenworth

Historic Trails and Roads in Missouri: Butterfield Overland Mail, California Trail, Oregon Trail, Santa Fe Trail, Oregon City, Oregon

$35.38

Chapters: Pony Express, Texas Road, California Road, Old Wire Road, Southwest Trail. Source: Wikipedia. Pages: 31. Not illustrated. Free updates online. Purchase includes a free trial membership in the publisher''s book club where you can select from more than a million books without charge. Excerpt: The Pony Express was a fast mail service crossing the North American continent from St. Joseph, Missouri, to San Francisco, California, from April 1860 to October 1861. It became the west''s most direct means of east-west communication before the telegraph and was vital for tying California closely with the Union just before the American Civil War. The Pony Express was a mail delivery system of the Leavenworth

Hospitality Sales and Promotion

$48.5

''Hospitality Sales and Promotion'' is the essential guide for every manager in the hospitality industry wanting to achieve maximum profits from their sales promotions. Practical and down-to-earth, this guide discovers: * who is your customer? market segments and groups* how can you reach them effectively? the secrets of successful public relations* new and traditional technologies; from direct mail to using the Internet to maximum advantage.Derek Taylor has a wealth of experience in the hospitality industry and has worked with and advised numerous international corporate hospitality companies. Concrete and relevant case studies and examples from his experience are used to illustrate throughout the guide, from companies such as: Whitbread, Hilton International, Pizza Express and Stakis.