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

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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