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Sales and ServiceSales and Service
Chapter #5
What are the types of advertising?
What are the types of advertising?
Newspaper Magazine Direct Mail- low cost, few
people, junk mail Radio Television Shopping News (Greeter)
What are the types of advertising?
What are the types of advertising?
Car-Card - under windshield wiper Outdoor Advertising-billboards, posters,
electrical signs Directory Advertising- yellow pg Program Advertising- year books,
tournament books, etc. Catalog- Nasco, Sears Displays- shows, fairs
What are the major parts of an advertising layout?What are the major parts of an advertising layout?
Headline White Space Border Subhead Illustration Copy Price Logotype
$99
Heading
Logo
Subhead
Heading
Heading
What standard layout techniques should be followed when preparing
an ad?
What standard layout techniques should be followed when preparing
an ad?
1) Provide a design flow which directs the eye from the top to the bottom of the ad.
2) Balance the elements in the ad by placing the most important element near the optical center.
What standard layout techniques should be followed when preparing
an ad?
What standard layout techniques should be followed when preparing
an ad?
3) Place the headline directly above the main copy block.
4) Keep text to a minimum and present it in an easy to read format.
What standard layout techniques should be followed when preparing
an ad?
What standard layout techniques should be followed when preparing
an ad?
5) Select a font which is distinctive and can be used regularly to reflect a store's personality.
6) Use one large illustration to attract readers rather than several smaller ones.
What standard layout techniques should be followed when preparing
an ad?
What standard layout techniques should be followed when preparing
an ad?7) Use sensible proportions.
Most ads are deeper than they are wide.
8) Use white space to increase readability of copy and to create a visual flow through the ad.
What standard layout techniques should be followed when
preparing an ad?
What standard layout techniques should be followed when
preparing an ad?
9) Select borders with a simple design to set the ad off from other areas of the page.
10) Use color when possible.
What are the characteristics of good copy?
What are the characteristics of good copy?
give the reason for buying the product give the reasons for shopping in the store urge the reader to buy now by using coupons
or stating this week only, limited supply, etc. Always be honest when making these statements.
avoid abbreviations use specific descriptions
What are the characteristics of good copy?
What are the characteristics of good copy?
avoid cliches include important store
information sound enthusiastic make the ad informative and fun to
read may begin with bold letters
What are the functions of a display?
What are the functions of a display?
promote immediate sales promote additional sales promote future sales establish and maintain a business
image promote confidence and goodwill
What are the advantages of using displays?
What are the advantages of using displays?
involves real merchandise that can be examined by customers
be relatively inexpensive for a business to have
can be changed easily to reflect current trends
What are the basic display arrangement styles?
What are the basic display arrangement styles?
Stair step
What are the basic display arrangement styles?
What are the basic display arrangement styles?
Pyramid
What are the basic display arrangement styles?
What are the basic display arrangement styles?
ZigzagGrow
With
Us
Fertilizer
Field Tests
What are the basic display arrangement styles?
What are the basic display arrangement styles?
Radiation
What are the basic display arrangement styles?
What are the basic display arrangement styles?
Repetition
What are the basic display arrangement styles?
What are the basic display arrangement styles?
Dump
What are the elements of a good display design?
What are the elements of a good display design?
Line- calls attention to parts of the display to create harmony; directs eye through the display
Shape- physical appearance of items in the display
Size- can create special effects through contrast by using different sized items
What are the elements of a good display design?
What are the elements of a good display design?
Weight- the impression of weight created by the appearance of the display is affected by line, shape, size, texture and color
Texture- the look or feel of the surface of an item
Color- affects customer's buying mood
What are the principles of a display design?
What are the principles of a display design?
1) Balance
2) Contrast
3) Emphasis
4) Harmony
5) Proportion