We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Arranging Your Layout 303
for those of your prospects who will be reached by this particular layout.
Determine how other mediums of advertising have given a certain understanding of what you are selling. A newspaper advertisement alone, without any other advertising, cannot sell all the possible prospects. 77 a full-page newspaper advertisement were to be read carefully by every possible prospect, the importance of supplementary advertising would not be as great. But this will never be the fact. Your space is limited. You can only do so much.
There are two layouts possible: the directory advertisement, and the display advertisement. The directory advertisement carries only the name of the theatre, play-date, names of program units. Obviously this serves only a reminder purpose and can seldom sell to those who have not been sold by some other medium. How can the mere statement of title and star be expected to do very much selling, inasmuch as titles generally give but a meager idea of the real high-lights and entertainment value of a production?
The display advertisement is considered here.
Having determined the proportion of your advertisement in main outline, what comes first? It is impossible to analyze the creative spirit. Perhaps the headline comes first. Perhaps it comes last. But no matter what mental processes you follow you always keep in mind the purpose of a particular layout by remembering such things as: What am I selling? Why am I selling it? To whom is my selling directed? What do they already know? What details will help to determine their purchase?
Assemble Material.
First, assemble your material — that includes the standard material such as type faces, borders, the theatre signature plate, available at the local newspaper composing room or at the local print shop; secondly, the cut material as illustrated in the press sheet — illustrations, hand-lettering, and perhaps decorative border. Knowing in general outline the space your advertisement will occupy, you have gone through this