White space management
White Space Management or space management is the use of typographic white space (Engl. Whitespace ) in the dissemination of information .
White space management aims to ensure that people, for example, are more likely to pay attention to bills or bank statements than other communications; like advertising material . With white space management, empty spaces are used in regular communication , for example by companies , in order to pass on specific information. The content used is mostly of an advertising nature and is tailored to customers and their purchasing behavior . White space management is a form of direct marketing communication and requires good customer relationship management (CRM).
literature
- Leif Edvinsson: Corporate Longitude: Discover Your True Position in the Knowledge Economy. Financial Times Prentice Hall, July 2002, ISBN 978-0273656272 , ( Book Review ).