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TIPS FOR SUCCESSFUL AD DESIGN
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As an Advertising Consultant for Directorio en Espaņol, it is your responsibility to provide your clients with professional and effective ideas to help increase their business. |
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An effective Yellow Pages ad campaign will result in increased business for your clients, better service for our users, a renewal for you the subsequent year, and the opportunity to gain referrals and testimonials from your clients. |
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GENERAL DESIGN TIPS
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In general, an ad has good flow if you can place your finger where your attention is drawn first and then move through all of the information in the ad without lifting your finger. |
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| AD SIZES & PLACEMENT |
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Keep the reader's eyes heading directly to the phone number. |
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Vary the size of the type, from bold to medium and from large to small, to keep the reader's interest. |
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Avoid typestyles (fonts) that are too ornate. They will distract readers. |
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Highlight with reverse type can be very effective for the company name or telephone number. |
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Use white or yellow space as an important design element. A liberal use of white or yellow space will help keep your clients ad clean, unclutered, and easy to read. |
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| HEADLINE |
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Make sure that the headline captures the reader's attention and draws them into your ad. |
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Make a bold statement or ask a question to grab reader interest. |
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Make the headline act as a quick identification for customers referred to your clients company. |
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Identify the single most important feature of your clients business that sets them apart from their competition. |
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| COPY |
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Space in Directorio en Espaņol is valuable and space is limited, so make sure to keep your clients copy succinct and to the point. |
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Emphasize the benefits of the products or services. |
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Specify brand names and areas of service- differentially. |
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Include all vital contact information. |
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| LOGO |
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If your client has a distinctive logo, use it to gain attention. Customers will associate your clients logo with their business. |
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Use logo's as an illustration; position is to run top to bottom on the left side. |
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| ILLUSTRATIONS |
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Use large, graphically pleasing illustrations to attract readers to your clients ads. |
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Use illustrations to display products or services. |
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Use illustrations to break the border for added interest. |
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Illustrations should always point into your clients ad - and not to their competition. |
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| BORDERS & COLORS |
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A distinctive border can be used to create a mood or tie in with your clients products and services. |
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Color attracts attention and has the ability to enhance your clients ad. |
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Use color to creatively illustrate the product or service. |
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Move the eye from color, to black, to color throughout the ad. |
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