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Advertising Help Teminology!?

I am looking for Advertising / Marketing term that describes a first impression of a direct mail / piece of travelers. It is this: say the steering wheel folds halfway down the page, with the most important and eye capturing information at the top. When the client or potential client that opens, the most important and striking information is what they see, with "less important", or rather, other details appears below the fold. To view this information, which should develop the rest however. So what is the terminology that describes the first impression in relation to the person reading the first part, and then want to read the rest? This is an important moment, as if the first half of the information is not enough Interestingly, the piece of advertising will be disguarded and loss. But I think if it is striking, the customer is more likely to develop the second part and read the rest of the second half. Thanks again, "Frank Westown Ad Media

Frank … all about the owners and offers direct mail advertising … there is an industry term for what you are looking for, but since you only have about 4 seconds to capture your attention when you look the part, make sure your good! … the successful combination holders and offers will drive your response rate and increase their "call to action!" whether a phone call, visit your store or a query Online ….

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