Advertising Tips & Tricks
Advertising Tips & Tricks
Q: How much text should I put in my ad?
A: An ad should have enough text to inform and convince the reader. Sparse image ads rarely convince readers of anything or prompt them to take action.
But beware of using too much text. White space is important because it makes the ad more inviting to read and helps the reader scan for important information.
Finally, focus on one premise per ad. It’s better to convince 10 people 100% of the way than 1,000 people 10% of the way.
Q: What elements should I include in my ad?
A: Give the audience what they are looking for: information, benefits, and a place to make the purchase.
Q: What size ad is most effective?
A: It depends on your goals and the cost. Studies have shown that a full-age ad is roughly twice as effective as a half-page ad, which is about twice as effective as a ¼ page ad.1
But if you have a small budget, allow for adequate repetition. It is typically better to run a few small ads in successive issues of a publication than to blow your ad budget on one large ad.
Q: Why do I sometimes see companies advertise twice in the same magazine? Isn’t that a waste of money?
A: An extensive study showed that the second exposure in the same issue increases familiarity and believability by 14%-28%.2
Q: Should I request that my ad gets placed in the front of a publication?
A: It is more important that you place your ad in a section of the magazine that relates to your product or service, if possible. The position of an ad in a magazine (front, middle or back) does not appreciably affect readers’ recall.2
Q: What criteria should I use to evaluate an ad design?
A: Many people who purchase ad design services look for a firm that has won design awards and is very creative, and expect a very creative ad. But be sure that you do not sacrifice substance for style. Award-winning and creative design does not always to translate to good leads and sales. Readers remember and act on substance.3
David Ogilvy, perhaps the most famous and well-respected individual in the advertising industry, once said, “I don’t regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
Some criteria for ad evaluation:
Is it interesting enough to quickly draw attention?
Does it stress your substance, and do it with style?
Does it speak to your target audience?
Does it promote benefits (not just features)?
Does it give enough information for the reader to understand or at least take action to learn%2
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