CONTENT AND NATURE OF THE ADVERTISING AGENCY AGREEMENT With the Advertising Agency contract the user instructs the agency to design and produce advertising for its products or services for a consideration in cash. Became established in the industry after World War II Italian practice of models mainly drawn from the Anglo-Saxon, that contract is not […]
A BREATH OF LAW… Creativity and Advertising Agencies The contractual value where the conflict between agencies and businesses arises more frequently is certainly one related to the availability of so-called “creativity” or ideation and creative processing effected by the agency as part of the assignment. The problem arises when the relationship ends being frequently that
THE STOCHASTIC SCREENING The traditional screening system is based on a regular geometric figure made with variable dimensions but points spaced at fixed and preset intervals. But there is also another screening system that uses the concept of microdots, all the same size, but having a random distribution and completely independent of the inclinations that
THE PANTONE COLOR MATCHING SYSTEM Pantone colors are those already formed, such as paints in jars that you find at the hardware store or nail varnishes. The use of the Pantone color can be added to the basic colors of the four-color, in this case, the selections will be of course more than four or
ABOUT INDEXES Indexes, always present in the books, exist in different types, some examples: the most used is the index that contains, in alphabetical order, the main terms and subject matter with reference to the page number; the index of acronyms is a list of acronyms and abbreviations used, the index of names that includes
WHAT IS A BIBLIOGRAPHY? The bibliography of a book is the list of texts that were consulted by the author for the writing of his work. The bibliography allows the reader to find more information in order to deepen the subject matter by the author. References should contain the title, the author’s full name, the
THE TABLE OF CONTENTS AND PREFACE: WHAT ARE THEY? The table of contents or index is a schematic presentation of the book’s content, useful for consultation, in which are indicated the parts that comprise the text with the corresponding page numbers. In most cases it is reported at the beginning of the book or magazine
THE SUBHEAD: WHAT IS IT? The eye is the first page that you come across by opening a book. It is the page that contains only and simply repeating the title of the book, no reference to the author and/or publisher, to follow you will find the title of which we have already discussed in
BOOK LAYOUT TECHNIQUES: WHAT SERVICE PAGES ARE? When you go to face the graphic layout and printing of a book is important to know what they are and how the service pages to be set. What are? The initial pages of a book, which precede the actual text, take the name of other resources. They
THE GROWING DEMAND OF E-COMMERCE AND WEB-TO-PRINT The E- Commerce Observatory of Politecnico di Milano signals a strong e-commerce growth in Italy. The data indicate that Italians will purchase online in 2016 about 19.3 billion euro. In recent years the purchase via smartphones grew by 51% to 15% of the total. The sectors concerned are
