These are called displayed classified or semi-display.

Why do people advertise? Briefly, in order to sell something, seek some·

thing they wish to buy, give away something, exchange it or seek donations.

This is a very much simplified explanation - advertising men could give many specific reasons for using advertising which would show its versatility.

Adverts have to be persuasive. Attention must be attracted and then interest held by the message of the advert. Often information must be given which will not necessarily result in an immediate purchase. Perhaps there will be an eventual purchase of an expensive item, such as a car; perhaps the products and services of a group of firms will be stressed.

Some very famous advertising campaigns have been a combination of press and other advertising, of the 'hard sell' and the less dramatic but still interesting and convincing informative kind. The various advertisements suggesting that we buy more cheese are a good example.

CONTENT Short and classified advertisements must be almost telegram-like, with an opening which catches the reader's attention and then as much abbreviated copy as possible contained in as few lines as possible. Classified adverts are charged for by the line, with a minimum charge for probably three or four lines.

Semi-display and display adverts are charged for by column centimetres with a minimum size, often of three centimetres. Although they will be bigger than classified adverts, they should not necessarily contain more words or the value of the display in catching the eye may be lost.

Informative adverts, however, are often more successful if they are long but informal. Tests have suggested that long copy outsells short copy by 90 per cent.

Look at Figure