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Database search is not oriented towards text search and relevance ranking: they are great for locating widgets by part number and listing the inventory of leather slippers, but not so good at helping site visitors find the articles on widget quality or comparing leather and fleece slippers. Text search engines are often the right solution, even for database-backed sites. Databases store their information neatly organized into fields, such as product name, category, description, price and so on. However most people don''t like to choose a field before searching: who knows whether "widget" is in the name, category, or description field? While databases can set up complex queries to find the search words in all applicable fields, this makes them slower to respond and more difficult to program.

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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