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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 whiteoaktree 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 whiteoaktree 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 whiteoaktree target and to convince. Once you have identified your goals, whiteoaktree 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

"The Long Haul alternator provides the electrical power commercial vehicles need in all operating situations and it saves fuel every mile it is driven," said Kenneth Brom, director, product management, Starting and Charging Products for Bosch. "This is the next generation of alternators for commercial vehicles."This new alternator, which can replace original equipment alternators made by various manufacturers, produces 160 amps operating output, and 80 amps at idle. The higher charge rate at idle prolongs battery life by reducing deep cycling."

The store redesign, meanwhile, doesn''t change the size of the chain''s typical 7,000-square-foot box but does add yellow to the former color scheme of red and black. Other elements are bolder signage, elimination of a long parts counter and improved adjacencies. (see sidebar on page 23.)Changing stores to this new look, though whiteoaktree it will take several years to complete, came at a good time for Advance given its ongoing integration of acquired stores. Advance has been extremely aggressive in growing through acquisition, with nearly half of its store base built up this way whiteoaktree.