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banner has changed the visual landscape. "What is different?" asks the population, and it''s the banner. Bigger is better. Big banners can''t miss unless they are hung in the woods, inside, or in the unexposed alley between buildings. Big banners are simple. In fact, they work because they are simple. Single messages, simple words, and direct appeals keep the big banner accessible to the most causal passer-by. In a car, a driver or a passenger may zip by and still catch the new sale, the grand opening, or the brand-of-the-month. Exclamation point addicts can have a field day with big banners. Big banners are colorful. They offer a wonderful chance to jazz up a dull brick building or an aging structure. Colors rule in banners. They are king in big banners. The goal is to attract attention. They even generate excitement. Color is the key. Use a big banner''s color to contrast with the businesses usual color schemes. Use colors to show change as well as having the banner announce change in its lettering. Big banners are promotional. As a new addition to the visual landscape, they are by their very nature a demonstration of something new. The bigger the new banner the bigger the sense of promotion. Bigger is louder.

communication process. After sorting through the marketing objectives, choose the best ideas and the language that might be used to "speak" to the consumer. Try to match the ideas and the language with the identified marketing objectives. What ideas and language meets what objective? Having previously ranked the marketing objectives in order of importance, you already have a system for evaluating ideas and language. Don''t let too many ideas, themes, or words convolute the entire advertisement. Three to five words within a space of 20''x20'' works best. Size is key to the content of the sign. The same goes for the other "languages" of signs. You probably don''t want to mix too many media, too many colors, or too many textures. Attraction is the most important step in the process. To attract, the attention of the consumer must be seized-and held. Once someone notices the sign, part of this process is achieved. However, the concern is with getting the attention of the targeted customer. This is when strategy decisions can get tricky. Ploys such as quirky cartoons, bright lights, or loud colors can interrupt the gaze of any passerby. It''s a matter of selecting a visual scheme that will grab the targeted product market. Next it should