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Communicating The Desired Ad Copy Layout to PrinterViews: 392
Feb 28, 2006 10:25 pmCommunicating The Desired Ad Copy Layout to Printer#

Steven Boaze

In submitting any printed advertising message to
the media, the only way to ensure that your ad
looks the way you intended is to provide adequate
instructions. Layout means blueprint to the
typesetter or printer. Your layout should be a
full size replica of what you want the finished
advertisement or brochure to look like. Here are
some guidelines to use in preparing layouts.

1. A layout should accurately indicate where all
parts of the completed message are to be located
with respect to the borders. This must include
the location and approximate, if not actual,
dimensions of all artwork.

2. There are five parts to a comprehensive layout:

a) Headline - Print all headlines right on the
layout sheet, making the headline fill the width
you want. Give the printer a close approximation
of the desired type size by the size of your
lettering. On each line, put the exact words you
want to appear and use capital letters or upper
and lower case letters the way you want the type

b) Illustrations - Use a copy machine, if
possible, and paste a copy of any artwork or
photograph on the layout sheet where you want it
to appear. If you plan to reduce or enlarge the
artwork, show the finished height, width and the
location on the layout sheet.

c) Copy - Copy refers to the text in your
advertisement. Do not letter in the copy on your
layout sheet. Use two parallel lines to represent
each line of copy and draw these lines in the
exact position on the layout sheet. These
parallel lines should show whether you want the
copy set flush on both right and left margins or
if you prefer a ragged edge on the right margin.
Each block of copy should be positioned properly
on the layout sheet and then should be keyed,
i.e., assigned a circled letter of the alphabet
that matches a separate block of copy supplied on
copy sheets. Copy sheets should be typewritten,
double-spaced and should include all words and
prices to be typeset, including any headlines you
have lettered on the layout. Leave a two-inch
left margin on the copy sheet to give the mark-up
person space to code for type style and size.

d) Price - It is generally a good idea to letter
your prices right on the layout if they appear
anywhere other than within regular copy lines.
Show the price as it should appear, including the
relative size of the cents to dollars portion of
the price and any dollar or cent signs you want

e) Logo - The logo is your firm's name, whether
you have a standard, exclusive design or you
merely want your name set in type. Let the layout
show the desired location and size. It also is
helpful to letter in your address and phone
number. If you have a logo design, do not paste
the original art work on the layout. Make a copy
and paste the copy in the desired position. Ask
the printer to make a photo reproduction (PMT) of
your logo and keep the original artwork for
future use.

Steven Boaze

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