General

     Remember that all ads, whether print or broadcast, must be approved by University Relations before they appear in print or go on the air!  Please refer to the advertising procedures described in the News Bureau section of the University Relations Web pages.

Print advertisements

1. Copy and size

• The larger the ad, the more noticeable the ad will be.  Of course, larger ads are more expensive, but you get much more for your money.
• Always verify the exact dimensions of an ad with the advertising representative of the publication to make sure you produce the proper size -- the size of a quarter-page ad, for instance, is often different from one publication to another.  Also, be sure to measure your first-draft printout of the ad to make sure the ad is the proper size!
• Keep words to a minimum!  The more words you try to cram into a display ad, the more difficult it will be to design . . . and to read!  A catchy phrase and a few words giving essential information will allow for a more creative design, which gives the ad "eye-catching" appeal.

• Remember to include the ETSU mountain logo.  Logo pages, which contain several different sizes of the approved logo, may be purchased for a minimal cost from the University Press.
• In most instances, use a classic font, such as a font in the "Times" group or a close variant.  Only when you are advertising a performance or other event in the line of the arts would it be appropriate to use a more "creative" font in a tasteful manner.  If you choose to use more than one font in a print ad for emphasis, make sure the fonts coordinate visually.
• Borders should be simple and conservative.  "Clip art" and photos, if used, should be selected carefully and used in good taste.

• Radio spots are usually either 30 or 60 seconds long and are generally recorded by station disc jockeys.
• When writing copy, be sure to include "East Tennessee State University" early in the spot.  This may be shortened to "ETSU" for stations in the Tri-Cities Tennessee/Virginia area if you run short on time.
• Be brief!  Radio spots should contain only the most basic, essential information on "Who, What, When, Where and Why."
• Always read your copy aloud, just like you hear radio announcers do it every day, before submitting it to University Relations and the radio station.  This will allow you to do two things: you will be able to time your spot using a watch with a second hand to make sure your copy fits into the specified 30- or 60-second time slot, and you will be able to know if it "flows" well and sounds good.  Revisions are usually necessary to shorten the announcement, and you must revise carefully to avoid deleting important information.

• Copy writing is similar to the radio guidelines above.
• Production (taping, filming, splicing, editing, etc.) must be done by the television station or an outside advertising agency in cooperation with the Office of University Relations and the department purchasing the advertisement.