9. Expand on the following.

You've decided on a central message and copy, now it's time to design the selling package. All your ads should have a consistent "family" look — the same ad size, typeface, basic layout and illustration style.

Repetition is reputation and having a consistent tone of voice and graphic look will build audience recognition. It becomes your business' signature.

For great looks on a budget, experts recommend hiring an artist to create one "shell" ad. Have the artist select a type style and border, and show where the headline, illustration, copy and logo will be. For future ads, you simply write your headline and copy, and drop in the appropriate illustration.

Experts offered these design tips to present your salon at its best.

Select an unusual border and use it for every ad. Borders add impact even to tiny ads, and give your business instant recognition.

Save money on borders and other illustrations by using "clip art." Available at local art supply or bookstores, "clip art" books contain copyright-free designs that you cut out and drop into your layout.

Limit yourself to one typeface for the headline and one for body copy. Use boldface or larger type for emphasis, not another type style. Having too many typefaces is like mismatching clothes, plaid with stripes and dots.Is that the image you want to send out?

Make it readable. Don't use type smaller than that used by the newspaper. Don't put type over your illustration and avoid "reverse" type, white type on a dark background.

Because newspapers are printed on rough paper, photos generally don't reproduce well. If you do use a photo, ask the newspaper's photo department for tips on how to get the best reproduction in their paper.

Leave enough white space so the ad looks clean and balanced.

10. Choose the proper form of the verbs given in brackets. Translate the text into Russian.

Since your ads (to be) small, page position (to be) very important. When buying newspaper space you can either request "ROP" (run of the paper) or "preferred position." ROP (to mean) the newspaper (to place) your ad wherever it (to fit); preferred position (to mean) you (to choose) a specific section, page or even location on a page.

Again, the experts (to be) unanimous: ask for a preferred position. Some papers (to charge) a little extra; however, these rates (to be) often negotiable. Many papers (to honor) your request at no additional cost.

The best place to be (to be) on a right-hand page, near the right margin, above the fold. Main news (to be) generally the best section, since it (to have) the highest readership, but remember your target audience. Appealing to college students? Choose the entertainment or fashion pages. Advertising convenient hours for working women? Buy space in the business section.

The most important consideration (to be) to get next to editorial material — a story, column or photograph. Avoid the "buried" position, surrounded by other ads, which some (to refer) to as "the readership cemetery."