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1. How to Design Your Ad without Being a Designer
Look through the publications in which you expect to advertise, and pick out those ads which you feel are well designed and are aimed at your audience. Equally important, they must be the same size as the ad you wish to produce. Try to find several examples, especially those with different amounts of manuscript—what copywriters call “light,” “medium,” or “heavy.” Now pick two or three you like best. These will be your models. Everything you do to create your ad will be based on one of th...
2. How to write an ad
WRITING THE AD: WHERE TO START Every ad is made up of four elements: 1. The headline, commonly called “the head.” 2. Body copy, which is everything except the headline and the identifying signature, or “logo.” 3. The offer, which is part of the body copy but has to be thought out separately. 4. The logo, or signature, which identifies you and is generally the same as or very similar to your letterhead. My person...
3. Advertising Typesetting Options
1. Outside production service. Turn over the ad to an outside service and let them do everything else. This is the easiest way to go, and not too expensive. 2. Desktop publishing. If you are very skillful at using your computer to set type, try to typeset the ad yourself. But unless the end result looks as good as professional typesetting, turn it over to the pros. 3. Typesetting by your medium. If your advertisement will run in a single magazine or news...
4. Cooperative advertising
COOPERATIVE ADVERTISING Cooperative (co-op) advertising is an agreed-on sharing of specified advertising costs or other promotional costs among manufacturers and retailers or analogous groups. Co-op is an arrangement beneficial to both manufacturers and their business partners and an excellent way to expand advertising and promotion dollars. Co-op can extend far beyond the traditional print and broadcast media; in fact, many manufacturers now allow Internet advertising under the guidelines o...
5. Who reads newspapers
WHO READS NEWSPAPERS The simple and truthful answer to “Who reads newspapers?” is “Just about everyone!” Though the trend in newspaper readership is downward, the majority of adult Americans, regardless of income, race, or sex, read either a daily or Sunday newspaper, and many of them read both. Furthermore, they read their paper not only for news and features but according to an Advertising Age study, even more intensely for the paper’s advertising, in...
6. Flyers, Brochures, Bulletins, and Invitations
FLYERS AND BROCHURES: HOW THEY DIFFER In standard trade usage, a flyer is made from a single sheet of paper. By contrast, a brochure is in articlelet format. In working with outside sources, find out what distinction they make, so that you both speak the same language. Because different suppliers may have different definitions, keep your internal nomenclature consistent and “translate” as you go along. A BRIEF MANUAL OF PROCEDURES...
7. Brochures layout and design
A BASIC DESIGN CONCEPT The One-Third Guide For a one- or two-page piece (each page is one side of a sheet of paper, not the sheet itself ), allow approximately one-third of the space for each of the: • One-third for headlines and subheads, plus information about ordering or a coupon and your logo—that is, the special way you identify yourself. Frequently, your logo is also the way your name, address, phone, fax, e-mail, and website appear on your let...
8. Bulletins and invitations advertising
BULLETINS, INVITATIONS, AND INVITATIONAL BULLETINS Bulletins and invitations are widely—and successfully—used for business-tobusiness seminars to sell products and services. They are discussed together because, for advertising and promotional purposes, their uses are frequently the same. Bulletins are also used for two other purposes with which you may be involved as a creative resource: 1.Bulletins that must be posted, but that no one reads. State an...
Look through the publications in which you expect to advertise, and pick out those ads which you feel are well designed and are aimed at your audience. Equally important, they must be the same size as the ad you wish to produce. Try to find several examples, especially those with different amounts of manuscript—what copywriters call “light,” “medium,” or “heavy.” Now pick two or three you like best. These will be your models. Everything you do to create your ad will be based on one of th...
WRITING THE AD: WHERE TO START Every ad is made up of four elements: 1. The headline, commonly called “the head.” 2. Body copy, which is everything except the headline and the identifying signature, or “logo.” 3. The offer, which is part of the body copy but has to be thought out separately. 4. The logo, or signature, which identifies you and is generally the same as or very similar to your letterhead. My person...
3. Advertising Typesetting Options
1. Outside production service. Turn over the ad to an outside service and let them do everything else. This is the easiest way to go, and not too expensive. 2. Desktop publishing. If you are very skillful at using your computer to set type, try to typeset the ad yourself. But unless the end result looks as good as professional typesetting, turn it over to the pros. 3. Typesetting by your medium. If your advertisement will run in a single magazine or news...
4. Cooperative advertising
COOPERATIVE ADVERTISING Cooperative (co-op) advertising is an agreed-on sharing of specified advertising costs or other promotional costs among manufacturers and retailers or analogous groups. Co-op is an arrangement beneficial to both manufacturers and their business partners and an excellent way to expand advertising and promotion dollars. Co-op can extend far beyond the traditional print and broadcast media; in fact, many manufacturers now allow Internet advertising under the guidelines o...
5. Who reads newspapers
WHO READS NEWSPAPERS The simple and truthful answer to “Who reads newspapers?” is “Just about everyone!” Though the trend in newspaper readership is downward, the majority of adult Americans, regardless of income, race, or sex, read either a daily or Sunday newspaper, and many of them read both. Furthermore, they read their paper not only for news and features but according to an Advertising Age study, even more intensely for the paper’s advertising, in...
6. Flyers, Brochures, Bulletins, and Invitations
FLYERS AND BROCHURES: HOW THEY DIFFER In standard trade usage, a flyer is made from a single sheet of paper. By contrast, a brochure is in articlelet format. In working with outside sources, find out what distinction they make, so that you both speak the same language. Because different suppliers may have different definitions, keep your internal nomenclature consistent and “translate” as you go along. A BRIEF MANUAL OF PROCEDURES...
7. Brochures layout and design
A BASIC DESIGN CONCEPT The One-Third Guide For a one- or two-page piece (each page is one side of a sheet of paper, not the sheet itself ), allow approximately one-third of the space for each of the: • One-third for headlines and subheads, plus information about ordering or a coupon and your logo—that is, the special way you identify yourself. Frequently, your logo is also the way your name, address, phone, fax, e-mail, and website appear on your let...
8. Bulletins and invitations advertising
BULLETINS, INVITATIONS, AND INVITATIONAL BULLETINS Bulletins and invitations are widely—and successfully—used for business-tobusiness seminars to sell products and services. They are discussed together because, for advertising and promotional purposes, their uses are frequently the same. Bulletins are also used for two other purposes with which you may be involved as a creative resource: 1.Bulletins that must be posted, but that no one reads. State an...










