Marketing Essentials

Section 2: Advertising Layout

After You Read Online Action

Reviewing 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 will vary, but they 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.

Integrating Academic Skills

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