Marketing Essentials

Section 2: Advertising Layout

After You Read Online Action

Key Terms and Concepts

1. Create a Z layout by placing the most dominant item (typically the headline or illustration) on the top of the Z. Then place copy on the line going down the Z and the signature and call to action at the bottom of the Z.
2. Answers should reflect a typeface that is distinctive, yet appropriate for the business and target audience.
3. The proof shows exactly how the ad will appear in print.

Academic Skills

4. 150 people (.01 click-through rate) X 15,000 people = 150
5. Answers should demonstrate research on advertising standards.