Usually, choosing the right marketing medium is very hard. A business must make use the right marketing materials to generate sales. But after deciding on which advertising material to use, creating and designing the material is your next concern. You have to make sure that it is clean, crisp, and professional-looking.

You should think how you consider a stranger’s appearance right away when he enters your place. If he dresses well, is groomed, and has good manners, then you would be impressed. This also applies to posters. If it has a happy, healthy, well-fed appearance – if its content are convincing, bright and written by writers who understand their subjects, if its paper, typographical appearance and general get-up impress you favorably then it is a safe assumption that the poster has character, weight and circulation.

You have read some posters that somehow fail to interest you. That would be because those posters lack life, meaning, and individuality. It fails to catch your attention rightly because it has a dull, negative, sullen influence. The matter of putting individuality in poster advertising is very important.

For instance, a salesman enters your office to sell his goods. There may be nothing extraordinary in the man’s manner, conversation or appearance, but in such a short time he was able to fill your office with his individuality and when he left there is a large hole in the atmosphere which he just vacated. Another salesman enters with equally attractive products and prices but because of his lifeless, dull manner he failed to make an impression.

That is why you must have individuality in advertising as a whole. Individuality is the expression of one’s self without fear or favour all the time. If you want individuality, then you must have the creative power. The creative power must be cultivated, since it is needed to prepare a good advertising copy.

Even a small sparkle of individuality is enough to lift a single ad above every other ad in a paper, and when this is done a positive result is achieved. Keep in mind that oftentimes there is too little thought put into advertising. So this tells you that you must give a lot of thought to your advertising. Doing this would bring you many advantages in the long run, such as improved income, a pleasing fame as an advertiser, etc.

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