Sales and Service

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Sales and Service

• Chapter 5

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What are the types of advertising?

• Newspaper
• Magazine
• Direct Mail- low cost, few people, junk mail
• Radio
• Television
• Shopping News (Greeter)

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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

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What are the major parts of an advertising layout?

• Headline
• White Space
• Border
• Subhead
• Illustration
• Copy
• Price
• Logotype

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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.

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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.

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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.

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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.

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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.

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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

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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

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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

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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

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What are the basic display arrangement styles?

• Stair step

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What are the basic display arrangement styles?

• Pyramid

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What are the basic display arrangement styles?

• Zigzag

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What are the basic display arrangement styles?

• Radiation

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What are the basic display arrangement styles?

• Repetition

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What are the basic display arrangement styles?

• Dump

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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

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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

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What are the principles of a display design?

• 1) balance
• 2) contrast
• 3) emphasis
• 4) harmony
• 5) proportion

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