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Telephone ad follow-up

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GregTelephone ad follow-up
by on Apr 14, 2007 at 5:05:16 pm

Thanks everyone for your advice. The client has supplied all of the fine print for disclaimers on the ad spot. Does anyone have any idea how long this needs to be on screen? Also, what about font sizes? Any thoughts? Thanks

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Mark SuszkoRe: Telephone ad follow-up
by on Apr 16, 2007 at 2:25:52 pm

My rule for supers is, you have to be able to read it aloud, twice, at a reasonable speed.

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GregRe: Telephone ad follow-up
by on Apr 17, 2007 at 12:38:04 am

not the fineprint disclaimers...It's only a :30 spot.

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Steve WargoRe: Telephone ad follow-up
by on Apr 19, 2007 at 9:05:09 am

Our experience has been to have it up during the last 5 seconds. It needs to large enough to read yet small enough so that no one does.

Steve Wargo
Tempe, Arizona

It's a dry heat!

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Timothy J. AllenRe: Telephone ad follow-up
by on Apr 26, 2007 at 1:42:42 am

You need to keep it up long enough so that the company can defend themselves legally as to whether they made an effort (due diligence) to inform customers of "the catches" upfront.

Email the client and ask them how long they want you to keep it on screen. Get the their response in writing, then put the graphic up for as long as they say to keep it up.

It's not really a creative decision, it's a legal one, so they should make the call. If they ask for suggestions, feel free to offer advice, but make sure they give you their final decision in writing.

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