copy, illustrations, and any identifying marks. The layout shows where each part of the ad will be placed and gives guidelines to the people working on the ad. For example, the layout helps the copywriter determine how much space he or she has to work with and how much copy should be written. The layout can also guide the art director in determining the size and type of photos. In the ad for Sims Snowboards shown in Exhibit 9-24, the layout is designed to make the ad look like it was reprinted from a newspaper page. Notice how this theme is carried through in the copy, which reads like a newspaper photo caption and ends with "Story on 2C." Layouts are often done in rough form and presented to the client so that the advertiser can visualize what the ad will look like before giving preliminary approval. The agency should get client approval of the layout before moving on to the more costly stages of print production.

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