Signs in the window are restricted to the size of the frame. Banners have no such restriction. They can be as big as the building. Big banners offer flexibility. You can change a banner. A new banner can have a new message. A new banner can have new colors and new dimensions. As time passes, events and sales and promotions change. So can that big banner. Big banners are relatively inexpensive. They hardly require research and development. The materials are readily available. Rocket scientists are not needed to make even the biggest banner. The big banners do not require the intensive work and time of an army of sign professionals. There is no major fabrication, no electrical work, and no real installation woes. Big banners are effective and match up well in comparison to print advertising and media promotion in terms of coast. Big banners represent a fraction of the expense associated with direct mailings, TV ads, and telephone solicitation. Bold can be a massive billboard on the highway, a logo emblazoned on a vehicle, or simply a cloth banner. However, not only must customers see the sign, but they also should read it-and should absorb the message that it offers. Sometimes in the sign industry, the phrasing or the

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

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