CS5 - Data Merge - Create Merged Document - Multiple Record - Ignore title/other objects on page?

When I create a merged document with multiple records, the items usually come out right, but the problem is the the title or header of the page is usually also replicated into every line.

Is there anyway to seperate certain objects/images/text/etc so that when I create the merged document (multiple records), it would not duplicate those items?

This tutorial manages to do that:

http://tv.adobe.com/watch/instant-indesign/automating-a-catalog-with-data-merge/

But does not seem to explain how he keeps the title, seperation dots, etc, from duplicating with data merge.

Thanks for any input