The document discusses the concept of advertisement layout, emphasizing the logical arrangement of various elements such as headlines, copy, and visuals within an ad. It outlines the importance of layout for the effective communication of the ad's message, as well as the different patterns of layout that may vary depending on the medium used. Additionally, it lists components of an ad layout and design strategies to enhance visual appeal.

3.  Layout is the logical arrangement of components of
an advertisement in the copy.
 Ad Layout refers to the overall structure, the
position assigned to the various elements of the
advertisement copy and illustrations.
 Layout is deciding on the placement of headlines,
copy, illustrations, marketer’s name, logo and the
amount of free space in an advertisement copy.

4.  Thus, the physical arrangement of all
the elements of advertisement is called layout.
 It is concerned with placing all the elements of
the advertisement more attractively within the
allotted space and time.
 The pattern of advertisement layout varies
according to the medium to be used.
 According to Sandage and Fryburger,
“The plan of an advertisement, detailing the
arrangement of various parts and relative
spatial importance of each is referred to as
layout”.

7. 1. Assembling Different Parts.
2. Guide to the Copy Specialists.

8. 3. Opportunity of Modification.
4. Specification for Costs.

9. 1. Background
2. Border
3. Caption
4. Coupon
5. Body Copy
6. Creativity
7. Decoration
8. Heading
9. Illustration
10.Mascot
11.Signature
12.Company Logo
13.Price
14.Product
15.Slogan
16.One Second Test
17.Space
18.Sub-Heading
19.Text
20.Trade Mark
21.Colour

10. 1. Picture Window
2. Multi-Panel
3. Split
4. Frame
5. Circus
6. Rebus
7. Mondrian
8. Picture Caption
9. Cartoon
10.Comic Strip
11.All Type
12.No Type
13.Letter Inspired
14.Big Type
15.Silhouette
16.Spot Colour
17.Special Effects
18.Strip
19.Double Truck

11. Thumbnail Sketches
Rough Layout
Comprehensive
Dummy
Mechanical (Paste-Up)
Approval