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Planning the Projects

When planning an advertisement, the first question is one of mechanics: What are its dimensions? Is it a half-page? A quarter-page vertical? An ad fills a predefined space in a periodical or signboard, so what are the dimensions of the ad space in the particular media in which it will run? A full-page ad in a broadsheet newspaper is certainly not the same as a full-page ad in a standard magazine.

Most of the mechanical questions are answered in a publication's ad spec sheet (which may or may not be included as part of a media kit or rate card). Just ask the media sales representative for the specs.


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