1. Sales and Service
Chapter #5

2. What are the types of advertising?
Newspaper
Magazine
Direct Mail- low cost, few people, junk mail
Radio
Television
Shopping News (Greeter)

3. 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

4. What are the major parts of an advertising layout?
Headline
White Space
Border
Subhead
Illustration
Copy
Price
Logotype

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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

11. 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

12. 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

13. 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

14. What are the basic display arrangement styles?
Stair step

15. What are the basic display arrangement styles?
Pyramid

16. What are the basic display arrangement styles?
Zigzag

17. What are the basic display arrangement styles?
Radiation

18. What are the basic display arrangement styles?
Repetition

19. What are the basic display arrangement styles?
Dump

20. 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

21. 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

22. What are the principles of a display design?
1) balance
2) contrast
3) emphasis
4) harmony
5) proportion