Functions of Advertising Layout
The
main functions of advertising layout are as follows:
(1)
Making Communication Effective: The primary function
of advertising layout is to make the communication effective. For it, the layout
should be indicated where the component parts of the advertisement headlines,
sub-headlines, slogans, illustrations, text etc. should be placed in the
advertising copy.
(2)
Providing Guidance: The layout guides the
copy-writer in planning a copy. It also guides the lettering specialists,
photographers and other production experts in their work.
(3)
Organizes all Elements: Layout serves the purpose of
arranging or organizing all the elements of a given advertisement. Layout decides
the size, shape and the positions of each element as headline, sub-headline,
slogan, illustration, identification mark, copy text etc.
(4)
Opportunity Modification: The layout offers opportunity
to the creative teams, agency management and the advertiser to suggest
modification before its final approval and actual production begins.
(5)
Cost Estimation: The layout provides opportunity for estimating
costs more accurately.
(6)
Impression about the Advertiser: A formal layout gives
the impression that the advertiser is stable, conservative and solid. A modern
informal layout gives the same audience the impression of a dynamic company
with innovative products.
(7)
Assists the Management in Choosing: The
presentation of alternative layouts assists the management in choosing the one
that impresses the most.
(8)
Assists the Printer: The layout gives the printer
a picture of the complete advertising copy and helps him to develop adequate
means and facilities for printing etc.
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