In submitting any display advertising message to the Internet media, the only way to ensure that your ad looks the way you intended is to provide adequate instructions. Layout means blueprint to the image editor. Your layout should be a full size replica of what you want the finished advertisement to look like.

Here are some guidelines to use in preparing layouts.

1. A layout should accurately indicate where all parts of the completed message are to be located with respect to the borders. This must include the location and approximate, if not actual, dimensions (pixels) of all artwork.

2. There are five parts to a comprehensive Internet display ad layout:

a) Headline – Type all headlines right on the layout, making the headline fill the width you want. Give the editor a close approximation of the desired type size by the size of your lettering. On each line, put the exact words you want to appear and use capital letters or upper and lower case letters the way you want the type set.

b) Illustrations – Use a scanner, if possible, and paste a copy of any artwork or photograph on the layout where you want it to appear. If you plan to reduce or enlarge the artwork, show the finished height, width and the location on the layout page.

c) Copy – Copy refers to the text in your advertisement. Do not letter in the copy on your layout. Use two parallel lines to represent each line of copy and create these lines in the exact position on the layout page. These parallel lines should show whether you want the copy set flush on both right and left margins or if you prefer, a ragged edge on the right margin. Each block of copy should be positioned properly on the layout page and then should be keyed. For example, assign a circled letter of the alphabet that matches a separate block of copy supplied in most image editing software. The copy should be evenly spaced and should include all words and prices, including any headlines you have lettered on the layout.

d) Price – It is generally a good idea to letter your prices right on the layout if they appear anywhere other than within regular copy lines. Show the price as it should appear, including the relative size of the cents to dollars portion of the price and any dollar or cent signs you want used.

e) Logo - The logo is your company’s name, whether you have a standard, exclusive design or you merely want your name set in type. Let the layout show the desired location and size. It also is helpful to letter in your address and phone number. If you have a digital logo design, paste the original art work on the bottom right hand corner of the layout. The worst place for your logo is the lower left and corner; the eye prefers to leave the ad at the lower right-hand corner, so your logo will have greater impact there.

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