"Our property-casualty swords operation recognizes that customers want purchasing options, and in 1998 we made significant strides toward development of multiple distribution channels," McFerson said.

communication process. knots 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 swords let too knots many ideas, themes, or words convolute the entire advertisement. swords 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 knots colors, or too many textures. Attraction is the most important step in the process. swords 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 knots interrupt the gaze of any passerby. It''s a matter swords of selecting a visual scheme that will grab the targeted product market. Next it shoul knots.

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