From the memorable Pillsbury Dough Boy to the suggestion that "A Diamond is Forever," there exists a boatload of iconic imagery and statistical proof that a good advertising campaign does wonders for any business. A new research study by Ad-ology finds that "advertising appears to play a key role in consumers' view of how a business is doing."
Instructions
1. Determine your goals. The decision to create ads that will run over a period of time, both extending your budget and allowing long-term visibility, may be best. However, if you are advertising for a one-day sale or seasonal event, the larger the ad, the more visibility is likely.
2. Consider the size and position you would like for your ad. A strongly designed small ad positioned in the same location over a period of issues can have growing impact, as can several small ads sprinkled throughout the magazine. Find out if the magazines you are interested in will honor placement special requests.
3. Know your target. Does your audience support a "shop local" message? Are they parents? Do they value convenience over quality? Success will depend on how well you package your message for your audience with content and design.
4. Choose one message to be the heart of your ad. There is much to convey about a business, but the effort to say it all in one advertisement confuses the audience and may weaken the message. Additional information can appear in the banner with your name, logo and contact information.
5. Leave the humor in the funny pages. Instead, try for clear, concise copy, strong imagery and a compelling message.
6. Choose an easily recognizable, crisp image. Avoid images that have several elements, for example, an interior shot of your business where the focus could be on the architecture rather than the inventory. Place the text to the left so it wraps around the interior edge of the image. Consider an image that swirls through your ad and creates a directional line to your copy, such as a necklace or the line of a pencil.
7. Use active verbs in your copy to capture your audience quickly. Grammar, spelling and correct usage cannot be overstated.
8. Use white space extravagantly. White space allows the eye to see the individual components clearly. By utilizing a border of white space, you will distance your ad from adjacent ads, increasing its visibility.
9. Check for balance. Does the copy block support the image? Are the font size and image in proper balance with the overall ad size?
10. Use design software if you have access to it. If not, most magazines will accept artwork (images) and create the ad for you. Give them as much direction as possible.
Tags: your audience, over period, white space, your copy