Vocational printing by Polk Ralph W. (Ralph Weiss) 1890-

Author:Polk, Ralph W. (Ralph Weiss), 1890-
Language: eng
Format: epub
Tags: Printing industry, Printing
Publisher: Indianapolis, Guy M. Jones company
Published: 1918-03-25T05:00:00+00:00

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Fig. 102.—^Diagram of preferred ad poflltions on the printed page.

Ads set in capitals are not as legible as those in lower-case. There are some occasions when capitals are not only pleasing, but appropriate, as in the announcement of a classic art exhibit, etc., but as a general rule, the use of capitals should be avoided. Most of our reading is by the perception of word-forms rather than putting together the individual letters. The general shape and appearance of the lower-case characters enables the reader to recognize words so far away that separate letters cannot be clearly discerned. For this reason, lower-case letters are more legible and pleasing to the eye. Compare Figs. 103 and 104.

DIRECT ADVERTISING

Advertising in newspapers and periodicals alone will not constitute a complete advertising

PRINCIPLES OF ADVERTISING 117

campaign for every purpose. Direct by mail advertising—^in the form of letters, folders, mailing cards, catalogs and other articles—^is a vital factor in the sale of all merchandise which is not an actual necessity to the general public, but which must be sold to any restricted class of people, and this includes a great majority of the

QUALITY PRINTING

THE SUCCESSFUL MEN KNOW HUMAN NATURE AND TRADE ON IT TO ADVANTAGE. SUCCESS IS NOT LUCK, IT IS JUST GOOD MANAGEMENT GOOD MANAGEMENT SEES THE FORCE OF REASON. FOR THE REASON WHY SOME PRINTING DOESNT PAY, EMPTY THE WASTE BAS KET AND STUDY THE QUAUTY OF THE CAST AWAY CONTENTS. THEN STOP TO CONSIDER THE VALUE OF THE QUALITY PRINTING WE DO

THB BMBRSBN PRINTING COMPANY

Fig. 108.—^An ad in all capitals. Difflcnlt to read. Compare witb Fig. 104.

articles on the market. Those which can be sold economically by advertising before the general public are the exception rather than the rule.

In order to sell profitably, every firm must reach effectively the people who are in a position to buy or use that wnich it offers for sale. The plans for each sales campaign should be based on a careful analysis of the most suitable mediums, and these will usually include some form of direct advertising.

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A Live Message to Young Men

Perhaps you do not think it is possible to ^lart a bank account with your small salary.

Perhaps you receive only a small return from your labor, and feel that you mu^ use all that. If you were making less than you now are, you could "pull thru," couldn't you? Why not deposit that extra dollar? We want the checking accounts of young men.

First National Bank

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Fig. 104.—^An ad set in lower-case letters.

SUOOESTIONS FOB PRACTICAL SHOPWOBK

Acquire the habit of studsring the ads in the newspapers, magazines, and on the biUboards. If they are attractive, or interesting, find out why they are so; if they seem dull or uninteresting, study the reason for this, also.

Clip ads which are poorly arranged and work them over, in lay-out form. Then compose them and compare the proofs with the originals.

CHAPTER XV

Design in Advertising

The size and shape of an advertisement is usually determined by the general structure of the page of which it is to be a part, and the price of the space.

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