production of publication materials-20080306

8/14/2019 Production of Publication Materials-20080306

http://slidepdf.com/reader/full/production-of-publication-materials-20080306 1/97

Production of PromotionalProduction of Promotional

MaterialsMaterials

Cairo University Faculty of Mass Communication

Omar Samy



Production of Promotional MaterialsProduction of Promotional Materials

The Main components of the course are:The Main components of the course are:

•• Promotional ContentPromotional Content

•• Desktop Publishing Application (DPA) (MicrosoftDesktop Publishing Application (DPA) (Microsoft

Publisher)Publisher)

•• Images (Photoshop)Images (Photoshop)



WHAT IS PROMOTION?WHAT IS PROMOTION?

Promotion is the activities people use toPromotion is the activities people use tocommunicate with others about theircommunicate with others about their

product or service and to convince them toproduct or service and to convince them touse it.use it.

Everything you do communicatesEverything you do communicates

something about your business.something about your business.

This includes a wide variety of activitiesThis includes a wide variety of activities

including brochures, billboards, andincluding brochures, billboards, andnewspaper ads,newspaper ads, ……

Promotion involves careful planning.Promotion involves careful planning.



THE TOOLS OF PROMOTIONTHE TOOLS OF PROMOTION Day in and day out, people are bombarded withDay in and day out, people are bombarded with

advertisement messages.advertisement messages.

There is no way to evaluate and act on all theseThere is no way to evaluate and act on all thesemessages so we pick and choose betweenmessages so we pick and choose between

them. This makes the choice of promotionalthem. This makes the choice of promotional

tools extremely important.tools extremely important. There are four main promotional tools:There are four main promotional tools:

•• advertising,advertising,

•• personal selling,personal selling,

•• sales promotion,sales promotion,

•• and publicity.and publicity.



Advantage and disadvantage to promotional toolsAdvantage and disadvantage to promotional tools

Type ofpromotion Examples Advantage Disadvantage

Advertising TV, Radio,

catalogs,exhibits,brochures,billboards,

Stickers,newsletters,posters

Very public and

visible

Non personal,

one-waycommunication

Personal

Selling

Salespeople,

hospitalitytraining, tourguides, fairs,informed

employees,demonstrations

Two-way

communication,can make longterm businessrelationship

Can be very

expensive andtimeconsuming



Advantage and disadvantage to promotional toolsAdvantage and disadvantage to promotional tools

Type ofpromotion

Examples Advantage Disadvantage

SalesPromotion

Coupons, Fairs,demonstrations,buy 1 get 2 free

Force people tobuy now or paymore later

Can cost doubton productquality

Publicity TV/Radio talkshows,TV/Radio news,newspaper/ magazinestories

Catches people;credible thanadvertising

Could not tell thepositive storyyou want.

Have less controlover thecontent of themessage



DEVELOPING YOUR PROMOTIONAL STRATEGYDEVELOPING YOUR PROMOTIONAL STRATEGY

STEP 1STEP 1-- FIGURING OUT WHO YOU AREFIGURING OUT WHO YOU ARE

Establishing Your IdentityEstablishing Your Identity

•• When people talk about developing a promotionalWhen people talk about developing a promotional

image, they often forget about first developingimage, they often forget about first developing

their identity.their identity.““ Identity is what you really are Identity is what you really are” ”

•• Image is how others see you. This is an importantImage is how others see you. This is an important

distinction because how you see yourself distinction because how you see yourself may not may not

be be how you are seen by the public.how you are seen by the public.




STEP 1STEP 1--FIGURING OUT WHO YOU AREFIGURING OUT WHO YOU ARE

Establishing Your IdentityEstablishing Your Identity

•• To manage how others see you, first clarify yourTo manage how others see you, first clarify your

identity.identity.

•• To accomplish this step, make a list of all yourTo accomplish this step, make a list of all yourcharacteristics including such things ascharacteristics including such things as

facilitiesfacilities,, locationlocation,, priceprice, and, and attractionsattractions..




STEP 2STEP 2--DECIDING ON YOUR PRODUCTDECIDING ON YOUR PRODUCT

Developing a ThemeDeveloping a Theme

•• The list of characteristics that make up yourThe list of characteristics that make up your

identity will be a long one.identity will be a long one.

•• You cannot and should not promoteYou cannot and should not promote all all of theseof thesecharacteristics.characteristics.

•• You need to decide onYou need to decide on what partwhat part of your identityof your identity

you want to promote.you want to promote.This will be theThis will be the theme theme for your promotional for your promotional

strategy. strategy.




STEP 2STEP 2--DECIDING ON YOUR PRODUCTDECIDING ON YOUR PRODUCTDeveloping a ThemeDeveloping a Theme

•• A theme is theA theme is the one one main idea main idea, or message you, or message youwant to communicate with your promotionalwant to communicate with your promotionalefforts.efforts.

•• The theme must be intimately tied to yourThe theme must be intimately tied to your identityidentity..•• To determine a theme, ask yourself the followingTo determine a theme, ask yourself the following

questions:questions:

What is there about myWhat is there about my product product that would bethat would be appealing appealing to customers?to customers?

What can I tell them that would make them want toWhat can I tell them that would make them want to

come and buy it come and buy it

??

What makes my productWhat makes my product uniqueunique??




STEP 3STEP 3--DECIDING WHO YOU WANT TODECIDING WHO YOU WANT TOATTRACTATTRACT

Identifying Your Target AudienceIdentifying Your Target Audience•• Deciding on your identity and theme is the foundationDeciding on your identity and theme is the foundation

for your strategy.for your strategy.

•• Build on this foundation by deciding onBuild on this foundation by deciding on whowho youyou

want to reach.want to reach.

•• You must decide on and contact your target audience,You must decide on and contact your target audience,

those people you want to reach with your information.those people you want to reach with your information.




STEP 3STEP 3--DECIDING WHO YOU WANT TODECIDING WHO YOU WANT TOATTRACTATTRACT

Identifying Your Target AudienceIdentifying Your Target Audience

•• Do you want to attract local or nonDo you want to attract local or non--local customers?local customers?

Repeat or firstRepeat or first--time buyers? Families or singles?time buyers? Families or singles?Young or old?Young or old?

•• To reach your target audience, you must identify theirTo reach your target audience, you must identify their

needs needs and how theyand how they obtain obtain information about tradeinformation about tradeopportunities.opportunities.

•• Different groups have different needs.Different groups have different needs.




STEP 3STEP 3--DECIDING WHO YOU WANT TO ATTRACTDECIDING WHO YOU WANT TO ATTRACTIdentifying Your Target AudienceIdentifying Your Target Audience

•• Different groups also getDifferent groups also get informationinformation from differentfrom different sources sources..

•• Some groups get information throughSome groups get information through informal informal sources, such as past customers, Internet users, ...sources, such as past customers, Internet users, ...

•• Others go throughOthers go through formal formal sources such as local shops or travelsources such as local shops or travelagenciesagencies ……

•• Some chooseSome choose personal personal sources, such as friends or neighbors,sources, such as friends or neighbors, ……

•• while others will go throughwhile others will go through non non-- personal personal sources, such assources, such asreading every brochure they see.reading every brochure they see.

•• Identifying these sources of information is important so that yoIdentifying these sources of information is important so that youu

can find your target audience and distribute your informationcan find your target audience and distribute your informationdirectly to them.directly to them.




STEP 4STEP 4-- WHAT DO YOU WANT TOWHAT DO YOU WANT TOACCOMPLISH WITH YOUR STRATEGYACCOMPLISH WITH YOUR STRATEGY

Establishing Your ObjectivesEstablishing Your Objectives

•• Before going any further, decide what you want toBefore going any further, decide what you want to

accomplish accomplish with your promotional strategy.with your promotional strategy.

•• This means establishing objectives that are veryThis means establishing objectives that are very

specific based on what you want the outcome of yourspecific based on what you want the outcome of your

strategy to be.strategy to be.





Establishing Your ObjectivesEstablishing Your ObjectivesObjectives should have the following characteristics:Objectives should have the following characteristics:

1.1. They should identifyThey should identify whowho you are trying to reach.you are trying to reach.2.2. They should stateThey should state how much how much change change you want to accomplishyou want to accomplish

through your promotion.through your promotion.

3.3. They should stateThey should state how much time how much time it will take to accomplishit will take to accomplishyour objectives.your objectives.

4.4. They should stateThey should state whatwhat you want people to do because of you want people to do because of

your promotion.your promotion.





Establishing Your ObjectivesEstablishing Your Objectives Some examples of objectives:Some examples of objectives:

•• Increase visitation of Increase visitation of ““ XYZ shopping mallXYZ shopping mall”” by 10% over theby 10% over thenext three years.next three years.

•• Increase Cairo residents' awareness of theIncrease Cairo residents' awareness of the ““modern furnituremodern furniture””

by 10% this year.by 10% this year.

•• Increase total sales toIncrease total sales to ““outout--of of --state travelersstate travelers”” by 25% this year.by 25% this year.

•• Increase totalIncrease total ““XYZ farm productXYZ farm product”” sales by 15% over thesales by 15% over the

growing season.growing season.




STEP 5STEP 5-- ACTUALLY GETTING YOURACTUALLY GETTING YOURMESSAGE ACROSSMESSAGE ACROSS

Developing Your MessageDeveloping Your Message ContentContent

An important part of your content is yourAn important part of your content is your themetheme..

Do not try to get acrossDo not try to get across two two or or more more ideasideas in the samein the same

message. Thismessage. This does not work does not work, and will hinder your, and will hinder yourmessage.message.

All information in your message must center on yourAll information in your message must center on your

theme. Your theme has to bind your message together.theme. Your theme has to bind your message together.

Keeping the content centered on your theme will alsoKeeping the content centered on your theme will also

helphelp limit the amount of informationlimit the amount of information you present. Thisyou present. Thiswill help keep your messagewill help keep your message shortshort andand to the pointto the point..




STEP 5STEP 5-- ACTUALLY GETTING YOURACTUALLY GETTING YOURMESSAGE ACROSSMESSAGE ACROSS


There are two types of information that you can use:There are two types of information that you can use:

•• InformativeInformative•• PersuasivePersuasive

Informative messages tell people somethingInformative messages tell people something

without regard to their response.without regard to their response.

Persuasive information tries to convince peoplePersuasive information tries to convince people

to do something.to do something.




STEP 5STEP 5-- ACTUALLY GETTING YOURACTUALLY GETTING YOUR

MESSAGE ACROSSMESSAGE ACROSS


There are also two types of There are also two types of persuasivepersuasive

information:information:

1.1. RationalRational persuasive information, uses logicalpersuasive information, uses logical

arguments based on supportive evidence.arguments based on supportive evidence.

2.2. MotivationalMotivational persuasive information, appeals topersuasive information, appeals to

people's needs and desires.people's needs and desires.




STEP 6STEP 6-- DECIDING HOW TO SAY ITDECIDING HOW TO SAY IT

Developing Your Message StructureDeveloping Your Message Structure

Putting your message together is called messagePutting your message together is called message

structure.structure.

How it is put together depends on whatHow it is put together depends on what typetype of of

information you are using.information you are using.

For persuasive messages, it will depend onFor persuasive messages, it will depend on

whether you are using rational or motivationalwhether you are using rational or motivational

information.information.




STEP 6STEP 6-- DECIDING HOW TO SAY ITDECIDING HOW TO SAY IT


AA rationalrational message has three parts.message has three parts.

1.1. TheThe claimclaim of the message. This is what you want people toof the message. This is what you want people to

believe is true of you.believe is true of you.2.2. TheThe evidenceevidence, or, or factsfacts, that you use to support your claim., that you use to support your claim.

3.3. TheThe warrantwarrant, is a general hypothetical statement that ties the, is a general hypothetical statement that ties the

evidence and the claim together. It is the "glue" that holds theevidence and the claim together. It is the "glue" that holds themessage together and helps it make sense.message together and helps it make sense.




STEP 6STEP 6-- DECIDING HOW TO SAY ITDECIDING HOW TO SAY ITDeveloping Your Message StructureDeveloping Your Message Structure

ForFor motivationalmotivational messages, there are two parts:messages, there are two parts:

•• TheThe claimclaim

•• and theand the appealappeal.. Again, the claim is what you want people toAgain, the claim is what you want people to

believe is true of you.believe is true of you.

The appeal is a statement aimed at yourThe appeal is a statement aimed at youraudience's particularaudience's particular needs needs oror desires desires to motivateto motivate

them to do what you want.them to do what you want.





WithWith rationalrational messages, you need to decide if you wantmessages, you need to decide if you wantto use ato use a one one-- sided sided argument argument or aor a two two-- sided sided argument argument..

A oneA one--sided argument only presents thesided argument only presents the pro pro side of theside of the

argument, while a twoargument, while a two--sided argument presents bothsided argument presents both

sides.sides.

Which one you use will depend on which one meetsWhich one you use will depend on which one meetsyour needs and the type of audience. Generally, oneyour needs and the type of audience. Generally, one--

sided arguments are better with audiences alreadysided arguments are better with audiences already

favorable to your message.favorable to your message.





When using rational or motivational messages,When using rational or motivational messages,make sure themake sure the promotional tool promotional tool you are using isyou are using is

credible with your audience.credible with your audience. This is especially true if you are using aThis is especially true if you are using a

spokesperson. Your spokesperson must bespokesperson. Your spokesperson must be

competent and trustworthy in the eyes of yourcompetent and trustworthy in the eyes of youraudience.audience.

He/she should be likeable and appear to fit inHe/she should be likeable and appear to fit inwith your message.with your message.



DEVELOPING YOUR PROMOTIONALDEVELOPING YOUR PROMOTIONAL

STRATEGYSTRATEGY STEP 6STEP 6-- DECIDING HOW TO SAY ITDECIDING HOW TO SAY IT


Examples of Rational and Motivational MessagesExamples of Rational and Motivational Messages

Rational

message

Claim Private Campgrounds are the best place to stay!

Data Private campgrounds is an outdoor area designedfor camping have showers, pools, washing

machines, electric hook-ups, trash pick-up. They

are quiet and clean.

Warrant The best way to judge a campground is by its

facilities.

Motivational

message

Claim Private Campgrounds are the best place to stay!

Appeal They are safe from rowdies, vandals and thieves!




STEP 7STEP 7-- DECIDING HOW TO PRESENT ITDECIDING HOW TO PRESENT ITDeveloping Your Message FormatDeveloping Your Message Format

Format refers to how your message will appear toFormat refers to how your message will appear topeople when you distribute it.people when you distribute it.

The media or the method used toThe media or the method used to convey convey your messageyour message

will determine your format.will determine your format.

The number of types and combinations of mediaThe number of types and combinations of media

available to use are almost endless. You are only limitedavailable to use are almost endless. You are only limitedby yourby your imaginationimagination..

Examples include television, radio, employees,Examples include television, radio, employees,

community calendars, and newspaper feature orcommunity calendars, and newspaper feature orhuman interest stories.human interest stories.





A good way to decide what you want to use is to look atA good way to decide what you want to use is to look at

whatwhat othersothers are already using.are already using.

Take any ideas that you like andTake any ideas that you like and adaptadapt them to yourthem to your

format, butformat, but do not directly copy do not directly copy them and make surethem and make surethat you are adapting the ideas to your needs.that you are adapting the ideas to your needs.

Learn theLearn the goodgood andand badbad points of various media,points of various media,

including their limitations.including their limitations.

Find out whatFind out what best suitsbest suits your needs and what will allowyour needs and what will allow

you to meet your audience's needs.you to meet your audience's needs.

Finally, check to see what will be most cost Finally, check to see what will be most cost--effectiveeffective





Pay close attention to the nonverbal aspects of thePay close attention to the nonverbal aspects of themessage.message.

Things such asThings such as graphicsgraphics,, colorcolor selection, typeselection, type stylestyle andand

sizesize will have a big effect on how people perceive yourwill have a big effect on how people perceive yourmessage.message.

It is important that these things relate to your theme,It is important that these things relate to your theme,

message, and audience for the maximum effect.message, and audience for the maximum effect.

Finally, your message must be united. Each part of Finally, your message must be united. Each part of

your message must relate directly to your theme. your message must relate directly to your theme.




STEP 8STEP 8-- TAKING YOUR MESSAGE TOTAKING YOUR MESSAGE TOYOUR AUDIENCEYOUR AUDIENCE

Choosing Your Delivery SystemChoosing Your Delivery System

Coming up with aComing up with a good promotional message good promotional message is onlyis only

half the battle.half the battle.

The other half is getting your message to yourThe other half is getting your message to your target target

audience audience..

Thus, theThus, the delivery system delivery system you choose is very important.you choose is very important. A delivery system is how youA delivery system is how you distributedistribute your messageyour message

and your media.and your media.




STEP 8STEP 8-- TAKING YOUR MESSAGE TOTAKING YOUR MESSAGE TOYOUR AUDIENCEYOUR AUDIENCE


There are two types of delivery systems.There are two types of delivery systems.

1.1. TheThe formalformal delivery system, one that you plan to usedelivery system, one that you plan to use

or in which you have control over the content of theor in which you have control over the content of the

message, such as television, radio, newspapers,message, such as television, radio, newspapers,

newsletters, and catalogs.newsletters, and catalogs.

2.2. TheThe informalinformal delivery system. An informal deliverydelivery system. An informal delivery

system is one that you do not have control over, suchsystem is one that you do not have control over, such

as wordas word--of of --mouth, friends, family members, andmouth, friends, family members, andrepeat visitors/customers.repeat visitors/customers.




STEP 8STEP 8-- TAKING YOUR MESSAGE TO YOURTAKING YOUR MESSAGE TO YOURAUDIENCEAUDIENCE


Many times people overlook how they intend toMany times people overlook how they intend todistribute their brochure or display their exhibit.distribute their brochure or display their exhibit.

Know in advance how you will use these items.Know in advance how you will use these items.

Overlooking how you intend to distribute any kind of Overlooking how you intend to distribute any kind of

media can cause it to become ineffective.media can cause it to become ineffective.

Finally, different audiences obtain information from Finally, different audiences obtain information from

different media. A thorough understanding of what different media. A thorough understanding of what

media your target audience uses is essential to media your target audience uses is essential to

distribute your message effectively. distribute your message effectively.




STEP 9STEP 9-- HOW IS IT GOING?HOW IS IT GOING?EvaluationEvaluation

Creating and implementing a promotional strategy canCreating and implementing a promotional strategy can

drain your resources if you do not regularly evaluate thedrain your resources if you do not regularly evaluate the

strategy to see how effectively it is working.strategy to see how effectively it is working.

This is where your objectives come in handy.This is where your objectives come in handy. To evaluate your strategy you need only to determineTo evaluate your strategy you need only to determine

whether you have madewhether you have made progressprogress in meeting yourin meeting your

establishedestablished objectivesobjectives..

Generally, it is good to waitGenerally, it is good to wait one yearone year after implementingafter implementing

your strategy to see if it works because promotionalyour strategy to see if it works because promotional

effects can be cumulative.effects can be cumulative. Always be ready to make changes.Always be ready to make changes.




CONCLUDING REMARKSCONCLUDING REMARKS Remember that promotion is a process. The nineRemember that promotion is a process. The nine

steps outlined are guides to develop an effectivesteps outlined are guides to develop an effective

promotional strategy.promotional strategy.

The process is the same whether you are promoting aThe process is the same whether you are promoting a

business, community, or region.business, community, or region. The only promotional strategy worth anything is the oneThe only promotional strategy worth anything is the one

that isthat is costcost--effectiveeffective..

Know your budget and understand the resourcesKnow your budget and understand the resources

available so that you do not create a "monster" that usesavailable so that you do not create a "monster" that uses

resources but does not return customer money.resources but does not return customer money.



Production of Publication MaterialsProduction of Publication Materials

Send you assignments to the following EmailSend you assignments to the following Email

address:address:[email protected]@yahoo.com

•• Subject : assignment##, Group##, Student IDsSubject : assignment##, Group##, Student IDs

Example:Example:Subject: AssignmentSubject: Assignment0808, Group, Group0707, id:06060217 , id:06060230 ,, id:06060217 , id:06060230 ,

id:06060217 id:06060237id:06060217 id:06060237

•• Attached file nameAttached file name

Group## or Student NameGroup## or Student Name

mailto:[email protected]





MS PublisherMS Publisher

Microsoft Office Publisher is theMicrosoft Office Publisher is the

business publishing and marketingbusiness publishing and marketingmaterials program that helps youmaterials program that helps you

create, design, and publish professionalcreate, design, and publish professional

marketing and communicationmarketing and communication

materials.materials.

You can create materials for print, eYou can create materials for print, e--mail, and the Web using the samemail, and the Web using the same

familiar user interface in otherfamiliar user interface in otherprograms in the Microsoft Office.programs in the Microsoft Office.



Create highCreate high--quality publicationsquality publications

Get started quickly by choosing from a libraryGet started quickly by choosing from a library

of hundreds of customizable designof hundreds of customizable design templatestemplatesincluding newsletters, brochures, flyers,including newsletters, brochures, flyers,postcards, Web sites, epostcards, Web sites, e--mail formats, andmail formats, and

more.more. Categorize, preview, open, and save yourCategorize, preview, open, and save your

templates efficiently within My Templates fortemplates efficiently within My Templates forfast retrieval.fast retrieval.

Choose from more thanChoose from more than 7070 designerdesigner--createdcreated

color schemes, or create one of your own.color schemes, or create one of your own.




Use the enhanced Catalog Merge to produce frequentlyUse the enhanced Catalog Merge to produce frequently

updated materials such as datasheets, catalogs, or price lists bupdated materials such as datasheets, catalogs, or price lists byy

merging text and images from a database.merging text and images from a database.

Categorize, preview, open, and save your templates efficientlyCategorize, preview, open, and save your templates efficiently

within My Templates for fast retrieval.within My Templates for fast retrieval.

Customize your publications using a collection of intuitiveCustomize your publications using a collection of intuitive

design, layout, typography, and graphics tools.design, layout, typography, and graphics tools.

Run the enhancedRun the enhanced Design CheckerDesign Checker to identify and fixto identify and fix

common design errors in commercial print, Web, and ecommon design errors in commercial print, Web, and e--mailmail

publications prior to distributing or printing.publications prior to distributing or printing.




Easily preview your own brand elementsEasily preview your own brand elements ——

colors, fonts, logo, and business informationcolors, fonts, logo, and business information ..



Personalize your publications andPersonalize your publications and

marketing materialsmarketing materials Publisher includes new EPublisher includes new E--mail Mergemail Merge

capabilities, enhanced Mail Merge, andcapabilities, enhanced Mail Merge, and

Catalog Merge, making it easier than ever toCatalog Merge, making it easier than ever tosend personalized esend personalized e--mail and print marketingmail and print marketing

communication materials.communication materials. Use EUse E--mail Merge and email Merge and e--mail templates tomail templates to

create personalized ecreate personalized e--mail marketingmail marketing

communications.communications. Use Personalized Hyperlinks to personalize theUse Personalized Hyperlinks to personalize the

display text and destination of a hyperlink display text and destination of a hyperlink within an Ewithin an E--mail Merge.mail Merge.



Personalize your publications andPersonalize your publications and

marketing materialsmarketing materials

Convert publications for viewing on the Web, and easily

add navigation, update, edit, and post.



PP d i d bli i i P bli hd i d bli i i P bli h



PrePre--designed publications in Publisherdesigned publications in Publisher Print publications Print publications::

Quick Publications, Advertisements, Award Certificates, Banners,Quick Publications, Advertisements, Award Certificates, Banners,Brochures, Business Cards, Business Forms, Calendars, Catalogs,Brochures, Business Cards, Business Forms, Calendars, Catalogs,Envelopes, Flyers, Gift Certificates, Greeting Cards, InvitationEnvelopes, Flyers, Gift Certificates, Greeting Cards, InvitationCards, Labels, Letterhead, Menus, Newsletters, Paper FoldingCards, Labels, Letterhead, Menus, Newsletters, Paper FoldingProjects, Postcards, Programs, Resumes, Signs, With ComplimentsProjects, Postcards, Programs, Resumes, Signs, With ComplimentsCardsCards

Web publicationsWeb publications::

Easy Web Site Builder (creates a custom Web site), 3Easy Web Site Builder (creates a custom Web site), 3--Page WebPage WebSite, Product Sales, Professional ServicesSite, Product Sales, Professional Services

E E-- mail: mail:

Newsletter, Letter, Event/Speaker, Event/Activity, Product List,Newsletter, Letter, Event/Speaker, Event/Activity, Product List,Featured ProductFeatured Product

If you do not want to begin with one of the pre If you do not want to begin with one of the pre--designed designed

publications, you can start with a blank publication and publications, you can start with a blank publication and design your own publication from scratch.design your own publication from scratch.



Publisher can open the file formats listed below:Publisher can open the file formats listed below:

Microsoft Publisher version 2.0 or later (files withMicrosoft Publisher version 2.0 or later (files with

a .pub extension)a .pub extension) Plain Text (files with a .txt extension)Plain Text (files with a .txt extension)

Rich Text Format (files with an .rtf extension)Rich Text Format (files with an .rtf extension)

Hypertext Markup Language (files with an .html)Hypertext Markup Language (files with an .html)

Microsoft Word 97Microsoft Word 97--20022002

WordPerfect 5.WordPerfect 5.x x and 6.and 6.x x

Microsoft Works 6.0 & 7.0Microsoft Works 6.0 & 7.0



Open the Objects toolbarOpen the Objects toolbar

On theOn the ViewView menu, click menu, click

ToolbarsToolbars, and then click , and then click ObjectsObjects

You can move theYou can move theObjectsObjects toolbar bytoolbar by

pointing to thepointing to the UndockUndock

button and dragging thebutton and dragging thetoolbar where you want ittoolbar where you want it



Text StylesText Styles

A text style is a set of formatting characteristics thatA text style is a set of formatting characteristics that

you can apply to text. A style contains all textyou can apply to text. A style contains all text

formatting information:formatting information: fontfont andand font sizefont size,, font colorfont color,,indentsindents,, character and line spacingcharacter and line spacing,, tabstabs, and special, and special

formatting, such asformatting, such as numbered listsnumbered lists..

Once you've created a style, you can apply it in oneOnce you've created a style, you can apply it in one

step to a paragraph in either astep to a paragraph in either a text boxtext box or aor a tabletable..

The formatting changes affect the entire paragraph.The formatting changes affect the entire paragraph. Publisher also installsPublisher also installs font schemes font schemes, which are pre, which are pre--

defined font groupings that help you to achieve adefined font groupings that help you to achieve a

consistent style and look to your publication.consistent style and look to your publication.

ST S l



Text StylesText Styles Font SchemesFont Schemes

•• A font scheme is a definedA font scheme is a defined set of set of

fontsfonts that is associated with athat is associated with a

publication.publication.•• Within each font scheme both aWithin each font scheme both a

major font and a minor font aremajor font and a minor font are

specified.specified.•• Generally, aGenerally, a majormajor font is used forfont is used for

titles and headingstitles and headings, and a, and a minorminor

font is used forfont is used for

body textbody text

.

.

•• Font schemes make itFont schemes make it easy toeasy to

changechange all the fonts in a publicationall the fonts in a publication

to give it a consistentto give it a consistent



Create a text boxCreate a text box

In Publisher, text doesn't just fill up the spaceIn Publisher, text doesn't just fill up the space

between the margins and flow from one pagebetween the margins and flow from one pageto the next, as it does in a wordto the next, as it does in a word--processingprocessing

program.program.

Instead, each block of text lives within aInstead, each block of text lives within a

container called acontainer called a text boxtext box. You build. You build

publications by arranging text boxes on pages.publications by arranging text boxes on pages.



Create a text boxCreate a text box

1.1. On theOn the ObjectsObjects toolbar, click toolbar, click TextText

BoxBox2.2. In your publication, click where you wantIn your publication, click where you want

one corner of the text to appear, and thenone corner of the text to appear, and then

drag diagonally until you have the box sizedrag diagonally until you have the box sizethat you want.that you want.

3.3.

Enter the text you want in the text box.Enter the text you want in the text box.



Create multiple text boxes quicklyCreate multiple text boxes quickly

1.1. On theOn the ObjectsObjects toolbar, doubletoolbar, double--click click Text BoxText Box ..

2.2. In your publication, click where you want oneIn your publication, click where you want onecorner of the text to appear.corner of the text to appear.

3.3. Repeat this action for each of the text boxes.Repeat this action for each of the text boxes.

4.4. When you have finished adding text boxes, pressWhen you have finished adding text boxes, pressESC.ESC.

5.5. Enter the text you want in the text boxes.Enter the text you want in the text boxes.



Connecting Text BoxesConnecting Text Boxes

When you connect text boxes, text that won't fit into the firstWhen you connect text boxes, text that won't fit into the first

text box; flows into the nexttext box; flows into the next connectedconnected text box.text box.

AA chainchain of connected text boxes, also known as aof connected text boxes, also known as a storystory, can, can

span multiple pages and columns.span multiple pages and columns.

If you paste or insert more text into a text box than it can holIf you paste or insert more text into a text box than it can hold,d,

a message is displayed that asks if you want to usea message is displayed that asks if you want to use autoflowautoflow..

If you chooseIf you choose YesYes, Publisher will find an empty text box or, Publisher will find an empty text box or

create a new one to hold thecreate a new one to hold the overflowoverflow text, and automaticallytext, and automatically

connect this text box to the first text box.connect this text box to the first text box.

You manually connect text boxes by clicking the first text boxYou manually connect text boxes by clicking the first text box

to select it, and then clicking theto select it, and then clicking the Create Text Box LinkCreate Text Box Link

button on thebutton on the Connect TextConnect Text Boxes toolbar.Boxes toolbar.

C i T B




Text boxes that are connected will display theText boxes that are connected will display the Go toGo to

Next Text BoxNext Text Box andand Go to Previous Text BoxGo to Previous Text Box

buttons in the corner of each box.buttons in the corner of each box. You break the link between two text boxes using theYou break the link between two text boxes using the

Break Forward LinkBreak Forward Link button on thebutton on the ConnectConnect

Text BoxesText Boxes toolbar.toolbar.

Use connected text boxes to do the following:Use connected text boxes to do the following:

•• Continue a story in another text box.Continue a story in another text box.•• Create columns of different widths.Create columns of different widths.

•• MoveMove overflowoverflow text (text that does not fit within atext (text that does not fit within a

text box) into another text box.text box) into another text box.




Notes:Notes:

•• The onlyThe only objectobject to which you can link a text box isto which you can link a text box is

anan empty text boxempty text box that is not already part of athat is not already part of a

chainchain of connected text boxes.of connected text boxes.

•• The following text boxesThe following text boxes cannotcannot be part of a chainbe part of a chainof connected text boxes:of connected text boxes:

Headers or footers,Headers or footers,

Navigation bars,Navigation bars, inline objects,inline objects,

Personal information text boxes,Personal information text boxes,

or text boxes that use Autofit.or text boxes that use Autofit.




F t T t BFormat Te t Bo es



Format Text BoxesFormat Text BoxesColor

Select one of the options in the list:

• No Fill: Select this option to give the object no fill of any kind.

Objects with no fill will be transparent.

• More Colors: Select this option to open the Colors dialog box.

• Fill Effects: Select this option to

open the Fill Effects dialog box where

you can apply such fill effects asgradients, textures and picture.

• Transparency: This option is only

available if you have selected a fill of some kind. Type or select a

percentage of transparency in the

Transparency box, or use the

Transparency slider.

F t T t BFormat Text Boxes



Format Text BoxesFormat Text BoxesLine

• Color: Select the line color you want from the palette or select one

of the other options in the list:

• No Line: Select this option to give the object no lines or border.

• More Colors: Select this option to open the Colors dialog box.• Patterned Lines: where you can define a pattern for the line.

• Dashed: Select a

style of dashed line

from the list.

• Style: Select a style

of line from the list.• Weight: Type or

select a line weight.



Text Box LayoutText Box Layout




SquareSquare

Top toTop to

BottomBottomTightTight

NoneNone

5



Change the margins around textChange the margins around text RightRight--click theclick the selection rectangleselection rectangle of theof the texttext

boxbox you want to change.you want to change. On the shortcut menu, click On the shortcut menu, click Format TextFormat Text

BoxBox..

UnderUnder Text Box MarginsText Box Margins, adjust the, adjust the

measurements to increase or decrease themeasurements to increase or decrease the

distance between the text and the outerdistance between the text and the outer

border of the text box or a shape.border of the text box or a shape.

5



Change the margins around textChange the margins around text



Align Text Horizontally

• Select the paragraphs

for which you want to

change the horizontal

alignment.

• On the Format menu,click Paragraph, and

then click the Indents

and Spacing tab.• Under General, in the

Alignment list, click

the alignment youwant.

M k i l (1)



Make text vertical (1)• You can change the direction of

text within a text box so that it

flows vertically instead of

horizontally.o In the text box, select the

text that you want to flow

vertically.o On the Format menu, click

Text Box, and then click the

Text Box tab.

o Select the Rotate text

within AutoShape by 90°

check box.You cannot rotate the text in

any other way than by 90°

Make text vertical (2)



Make text vertical (2)

• You can use WordArtto create a vertical line

of text.

• On the Objects toolbar,click Insert WordArt

• In the WordArt Gallery,

under Select a WordArtstyle, click one of the

vertical WordArt effects,

and then click OK.

• In the Edit WordArt Text

dialog box, type the text that

you want, and then click

OK.



Create a tableCreate a table

1.1. On theOn the ObjectsObjects toolbar, click toolbar, click Insert TableInsert Table ..

2.2. Click inside your publication. TheClick inside your publication. The Create TableCreate Table dialog boxdialog box

will appear.will appear.3.3. Select the options you want, and then click Select the options you want, and then click OKOK..

4.4. Size your table. Select the table, position the mouse pointerSize your table. Select the table, position the mouse pointerover a selection handle until you see the Resizer icon, andover a selection handle until you see the Resizer icon, and

then drag to resize the table.then drag to resize the table.5.5. In the table, click the cell where you want to add text, andIn the table, click the cell where you want to add text, and

then start typing. To add text to another cell, click inside thathen start typing. To add text to another cell, click inside thattcell.cell.

Each cell expands to fit your text, unless you lock the tableEach cell expands to fit your text, unless you lock the tablesize by clearing the check mark next tosize by clearing the check mark next to Grow to Fit TextGrow to Fit Text ononthethe TableTable menu.menu.

Add bj t t t blAdd bj t t t bl



Add an object to a tableAdd an object to a table It's best to add pictures,It's best to add pictures, WordArtWordArt, or other objects after, or other objects after

you've created your table and sized the cell that will containyou've created your table and sized the cell that will containthe object.the object.

On theOn the ObjectsObjects toolbar, click the tool for the object youtoolbar, click the tool for the object youwant to add.want to add.

Create the object, and then drag it so that the objectCreate the object, and then drag it so that the object frameframecovers the table cell you want to contain the object. Tocovers the table cell you want to contain the object. To

resize either the table cell or the object you've added, selectresize either the table cell or the object you've added, selectthe item you want to change and use thethe item you want to change and use the ResizeResize pointer thatpointer thatappears when you move the pointer over the frameappears when you move the pointer over the frame

boundary.boundary. NoteNote To keep the object and table together when you moveTo keep the object and table together when you move

them, select both the object and the table, and then click them, select both the object and the table, and then click GroupGroup on theon the ArrangeArrange menu.menu.

Format a table's size layout andFormat a table's size layout and



Format a table s size, layout, andFormat a table s size, layout, and

cell propertiescell properties Select the cells you want to change.Select the cells you want to change.

RightRight--click the table, and then click click the table, and then click FormatFormatTableTable..

In theIn the Format TableFormat Table dialog box, click thedialog box, click the

tabs along the top to find the options youtabs along the top to find the options youwant, and then enter your formattingwant, and then enter your formatting

changes. For example, to change the marginschanges. For example, to change the marginsin a cell, click thein a cell, click the Cell PropertiesCell Properties tab, andtab, andthen select the options you want underthen select the options you want under TextText

Box MarginsBox Margins..

Add lAdd l6



Add a row or columnAdd a row or column To insert a single row or column,To insert a single row or column, clickclick a cell in thea cell in the

row adjacent to where you want to add the new rowrow adjacent to where you want to add the new row

or column. To insert multiple rows or columns,or column. To insert multiple rows or columns,

select the same number of rows or columns that youselect the same number of rows or columns that you

want to insert.want to insert.

On theOn the TableTable menu, point tomenu, point to InsertInsert, and then click , and then click the option you want. Publisher adds an empty rowthe option you want. Publisher adds an empty row

or column with the same formatting and size as theor column with the same formatting and size as the

one you clicked initially.one you clicked initially. To add a row to the bottom of a table, click insideTo add a row to the bottom of a table, click inside

the lowestthe lowest--right cell, and then press TAB.right cell, and then press TAB.

6

Merge two or more columns orMerge two or more columns or



Merge two or more columns orMerge two or more columns or

rows into onerows into one Select two or more adjacent rows or columnsSelect two or more adjacent rows or columns

that you want to merge.that you want to merge.

On theOn the TableTable menu, click menu, click Merge CellsMerge Cells. If the. If the

cells contain text, the content of each cellcells contain text, the content of each cellappears in the merged cellappears in the merged cell



Split merged rows or columnsSplit merged rows or columns

Select the merged rows or columns that youSelect the merged rows or columns that you

want to split.want to split. On theOn the TableTable menu, click menu, click Split CellsSplit Cells. If the. If the

merged cells contained text, the content of merged cells contained text, the content of

the merged cells will appear in one of thethe merged cells will appear in one of the

split cells.split cells.



Add borders, fills, and effects to a tableAdd borders, fills, and effects to a table

You can add patterned borders and border art orYou can add patterned borders and border art or

transparent,transparent, gradientgradient, texture, or, texture, or patternpattern fill effects tofill effects to

tables only if you are working on a print publication.tables only if you are working on a print publication.If you are working on a Web publication, you canIf you are working on a Web publication, you can

apply solid borders and solid fills.apply solid borders and solid fills.

Before you begin any of the following tasks, do theBefore you begin any of the following tasks, do thefollowing:following:

•• Select the cells you want to change.Select the cells you want to change.

•• RightRight--click the table, and then click click the table, and then click Format TableFormat Table. The. The

Format TableFormat Table dialog box will appear.dialog box will appear.

Add b d fill d ff bl




Add b d fill d ff bl




Add b d fill d ff blAdd b d fill d ff bl




PicturesPictures



PicturesPictures

Add a Picture from fileAdd a Picture from file



Add a Picture from fileAdd a Picture from file

On theOn the ObjectsObjects toolbar, click toolbar, click Picture FramePicture Frame, and then click , and then click Picture from FilePicture from File..

Drag the mouse diagonally until you have the sizeDrag the mouse diagonally until you have the size

picture frame you want.picture frame you want.

In theIn the Insert PictureInsert Picture dialog box, locate the folderdialog box, locate the folder

that contains the picture you want to insert, and thenthat contains the picture you want to insert, and then

click the picture file.click the picture file.

Do one of the following:Do one of the following:

•• ToTo embedembed the picture, click the picture, click InsertInsert..

•• ToTo link link the picture to the picture file on yourthe picture to the picture file on your

hard disk, click the arrow next tohard disk, click the arrow next to InsertInsert, and, and

then click then click Link to FileLink to File..

Add Pi



Add a PictureAdd a Picture

Add Picture from ClipartAdd Picture from Clipart



Add Picture from ClipartAdd Picture from Clipart

Find the media clip you want to insert.Find the media clip you want to insert.

On theOn the InsertInsert menu, point tomenu, point to PicturePicture, and then, and thenclick click Clip ArtClip Art..

•• In theIn the Search forSearch for box, type a word or phrase thatbox, type a word or phrase thatdescribes the clip you want.describes the clip you want.

•• To narrow your search, do one or both of the following:To narrow your search, do one or both of the following:

To limit search results to a specific collection of clips,To limit search results to a specific collection of clips,in thein the Search inSearch in box, select the collection you want tobox, select the collection you want tosearch.search.

To limit search results to a specific type of media file,To limit search results to a specific type of media file,in thein the Results should beResults should be box, select the check boxbox, select the check boxnext to the types of clips you want to find.next to the types of clips you want to find.

•• Click Click GoGo.. In theIn the ResultsResults list, click the clip to insert it.list, click the clip to insert it.



Add a PublisherAdd a Publisher--designed object from thedesigned object from the



Add a PublisherAdd a Publisher designed object from thedesigned object from the

Design Gallery to your publicationDesign Gallery to your publication

On theOn the ObjectsObjects toolbar, click toolbar, click DesignDesign

Gallery ObjectGallery Object Click theClick the Objects by CategoryObjects by Category or theor the

Objects by DesignObjects by Design tab.tab.

In the left pane, click a category or design setIn the left pane, click a category or design set

to select it.to select it.

In the right pane, doubleIn the right pane, double--click the object youclick the object you

want.want.

Design GalleryDesign Gallery



Design GalleryDesign Gallery

Create a logo by using the Design GalleryCreate a logo by using the Design Gallery




On the Objects toolbar, click Design

Gallery Object .

Click the Objects by Category tab.

Under Categories, click Logos. Under Logos, double-click the logo

design you want.

To replace the placeholder text in thelogo, click the text box in the logo,

and then type the text you want.

To replace the placeholder picture in

the logo, click the picture frame in the

logo, right-click the picture, click

Change Picture, and then select the

option that you want.

C l b i h D i G ll




To make design changes to the logo at any

time, click the wizard button , and then selectthe options you want .

Note Logos that are created using the Design

Gallery cannot be associated with a personal

information set



Create and send eCreate and send e--mail publications usingmail publications using



Create and send eCreate and send e mail publications usingmail publications using

PublisherPublisher EE--mail can be an efficient and costmail can be an efficient and cost--effectiveeffective

way to keep in touch with customers.way to keep in touch with customers. If you use Microsoft Office Outlook 2003 orIf you use Microsoft Office Outlook 2003 or

Microsoft Outlook Express (version 5.Microsoft Outlook Express (version 5. x x or 6.0)or 6.0)

as your default eas your default e--mail program, you canmail program, you can

quickly and easily send a publication in equickly and easily send a publication in e--mailmail

while you work in Publisher.while you work in Publisher.



Create and send eCreate and send e mail publications usingmail publications using

PublisherPublisher When you are working in Publisher, you haveWhen you are working in Publisher, you have

two options for sending a publication as etwo options for sending a publication as e--mail:mail:

•• You can send a single page of a publication as theYou can send a single page of a publication as the

body of an ebody of an e--mail message.mail message.

•• You can send a publication as an attachment.You can send a publication as an attachment.




Create and send eC a a mail publications usinga p a g

PublisherPublisher Send a single pageSend a single page Sending a oneSending a one--page publicationpage publication

by eby e--mail to a group of customers or friends is anmail to a group of customers or friends is an

efficient and inexpensive way to deliver yourefficient and inexpensive way to deliver yourmessage.message.

When you send a single page of a publication as anWhen you send a single page of a publication as an

ee--mail message, recipients can read your message inmail message, recipients can read your message inHTMLHTML--enabled mail clients such as MSN Hotmail,enabled mail clients such as MSN Hotmail,AOL, and Yahoo, and in Outlook and Outlook AOL, and Yahoo, and in Outlook and Outlook

Express.Express. Recipients do not need to have Publisher installed toRecipients do not need to have Publisher installed to

view the message, because the page that you sendview the message, because the page that you send

appears in the body of the eappears in the body of the e--mail message.mail message.



C a a a p a gp g

PublisherPublisher Send an entire publicationSend an entire publication When you sendWhen you send

an entire publication as an ean entire publication as an e

--mail attachment,mail attachment,

the recipient must have Publisher 2003the recipient must have Publisher 2003

installed to view the publication. When theinstalled to view the publication. When the

recipient opens the attachment, Publisherrecipient opens the attachment, Publisherautomatically opens and displays theautomatically opens and displays the

publication that you sent.publication that you sent.




p gp g

PublisherPublisher Send an entire publicationSend an entire publication When you sendWhen you send

an entire publication as an ean entire publication as an e

--mail attachment,mail attachment,

the recipient must have Publisher 2003the recipient must have Publisher 2003

installed to view the publication. When theinstalled to view the publication. When the

recipient opens the attachment, Publisherrecipient opens the attachment, Publisherautomatically opens and displays theautomatically opens and displays the

publication that you sent.publication that you sent.

create an ecreate an e--mail publication by usingmail publication by using



p y gp y g

an Ean E--mail Wizardmail Wizard On theOn the FileFile menu, click menu, click NewNew..

In theIn the New PublicationNew Publication task pane, undertask pane, under New from a designNew from a design,,

click click Web Sites and EWeb Sites and E--mailmail, and then click , and then click EE--mailmail.. UnderUnder EE--mailmail, click the type of publication that you want., click the type of publication that you want.

In theIn the Preview GalleryPreview Gallery on the right, click the design that youon the right, click the design that you

want.want. In theIn the Publication DesignsPublication Designs task pane, click task pane, click Color SchemesColor Schemes

and then select the color scheme that you want.and then select the color scheme that you want.

Click Click Font SchemesFont Schemes, and then select the font scheme that you, and then select the font scheme that youwant.want. NoteNote To prevent the text in your publication from beingTo prevent the text in your publication from beingconverted into an image when you send your econverted into an image when you send your e--mail message,mail message,select a Web font scheme.select a Web font scheme.

create an ecreate an e--mail publication by usingmail publication by using



p y gp y g

an Ean E--mail Wizardmail Wizard In your eIn your e--mail publication, replace text andmail publication, replace text and

pictures in the publication with your ownpictures in the publication with your owncontent.content.

Save the eSave the e--mail publication.mail publication.

To preview a page before sending it as anTo preview a page before sending it as an



p p g gp p g g

ee

--mail messagemail message

On theOn the FileFile menu, point tomenu, point to Send ESend E--MailMail, and, and

then clickthen click EE--Mail P reviewMail P review ..

Your current message is displayed in yourYour current message is displayed in yourbrowser as it will appear when it is sent as anbrowser as it will appear when it is sent as an

ee--mail message.mail message.

Send a single page as an eSend a single page as an e--mailmail



g p gg p g

messagemessage When you send a single page as an eWhen you send a single page as an e--mail message, themail message, the

recipient of the message does not need to have Publisherrecipient of the message does not need to have Publisher

installed to view the message. The page that you send appearsinstalled to view the message. The page that you send appearsin the body of the ein the body of the e--mail message.mail message.

On theOn the FileFile menu, point tomenu, point to Send ESend E--MailMail, and click , and click Send ThisSend ThisPage as MessagePage as Message..

In the message header, in theIn the message header, in the ToTo andand CcCc fields, type or selectfields, type or selectee--mail addresses for the recipients.mail addresses for the recipients.

In theIn the SubjectSubject field, add a title for the efield, add a title for the e--mail message.mail message.

On the toolbar above the message header, choose any otherOn the toolbar above the message header, choose any otheroptions you want.options you want.

Click Click SendSend..

Send an entire publication as an eSend an entire publication as an e--mailmail



pp

attachmentattachment

When you send a Publisher publication as an eWhen you send a Publisher publication as an e--mailmailattachment, the recipient must have Publisher 2003attachment, the recipient must have Publisher 2003installed to view the publication.installed to view the publication.

On theOn the FileFile menu, point tomenu, point to Send ESend E--MailMail, and click , and click Send Publication as AttachmentSend Publication as Attachment..

In the message header, in theIn the message header, in the ToTo andand CcCc fields, typefields, typeor select eor select e--mail addresses for the recipients.mail addresses for the recipients.

In theIn the SubjectSubject field, add a title for the efield, add a title for the e--mailmailmessage.message.

On the toolbar above the message header, choose anyOn the toolbar above the message header, choose anyother options you want.other options you want.

Click Click SendSend..

production of publication materials-20080306

Documents