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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

language is problematic for the businesses that hire the professional services of a sign shop. But the real concern should be the whole "language" of the sign. The whole "language" includes connecting the customer''s marketing objectives with the stage in the visual communication process. That connection is accomplished with not only the form and content of the graphics, but also the sign''s shape, color, texture, and form. All are the elements of a sign''s "language." As a business-owner, you must identify clearly your desires for your banners and communicate that desire to your sign-maker. "Where do you want to locate the sign, and why do you want to locate it there?" "Why do you want to use those colors?" "Why that size?" Next, the audience must be defined. Figure out just what appeals to YOUR customers rather than the famous "general public." The content of the sign cannot just boast its product; it should be convincing. Once identified, a specific group is easier to target and to convince. Once you have identified your goals, sort through them by ranking them in order of importance. Next, take the marketing objectives and the target population analysis, and apply that information to an analysis of the visual

The $100 billion professional events market continues to explode as evidenced by the proliferation of new stadiums, arenas, and auditoriums across the nation. In mid-June 2000, for example, the Kentucky Speedway in will launch its inaugural event. will be supporting it every step of the way! As an event administrator or promoter, you have big responsibilities. Lining up participants, sponsors, and workers, setting time-tables, overseeing transportation, advertising, food vendors -- the list is endless. Wouldn''t it be nice to lay at least one of your responsibilities to rest? The professionals at can help. Tell us what you want, and we''ll do the rest. No job is too big -- no problem too difficult to solve. , meanwhile, continues to employ state of the art technologies to produce the absolute best quality signage available today. Large format digital imaging is changing the face of the events industry by allowing sponsors to place huge photo-quality images on various media at locations previously believed inaccessible (i.e. the giant "Indy Greats" campaign at the 1999 Indianapolis Lightpole banners have become an increasingly popular method of advertising and promoting special events. You''ve probably seen them in