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He also announced that Nationwide''s property-casualty companies once again reached record levels of assets and policyholder surplus in 1998.

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

purchase price. We do not want you to have anything from that is not completely satisfactory. Once we receive your order, we should be able to process, manufacture, and ship your order within 2 weeks. You bet we can! Send us your logo (a hard copy or via e-mail or disk) and we''ll put it on your banner. (Click on Artwork Requirements if your going to send your artwork via email or disk.) Absolutely! Our talented art department will provide one hour at no charge to design and set up your project. Additional time is billable at an hourly rate. By and large, the more colors you want to use, the more expensive your banner will be. If you can stick to one or two colors on a white background, your costs can be kept to a minimum. Buying in quantity will also save you money, as can ordering your banners in standard sizes. (Some of our fabrics come in 36" rolls. If you order a 31" wide banner, we have to cut off five inches which takes time and wastes fabric.) As a general rule, it is better to roll your banner up (into a tube) than to fold it into a square, as some materials will keep a crease. Banners made with vinyl graphics should be rolled with the graphics-side out. Not surprisingly, it is not a good idea