What makes an effective advertisement?

Is it your goal to use up the remaining funds for your advertising budget or are you trying to bring in new clients?

If you are trying to use your dollars effectively and you have decided placing an advertisement in a printed piece, then set that ad down, pause and reevaluate what it is you want to accomplish with that advertisement.

There are so many different media pulling for your advertising dollars that it can be difficult to get your best return on investment, especially today when people are going to be more careful with what they are buying. That is why it is important for an advertisement to be effective. Here are 6 principles of what an effective ad consists of. Keep in mind that there are many different types of advertisements, and not all of these tips apply to every advertisement.

1. Grab Attention

A good advertisement must grab people almost immediately. You are fighting to grab the attention of the reader with many other ads. What makes your stand out? Why should I buy from you? It is very important that your ad can be able to grab someone who glances for just a second. Force people to take a second glance instead of simply moving on.

2. Have Laser Focus

Every advertisement must convey a singular message.  The ad must focus on the one point you want to get across. What benefit are you trying to depict?

3. Paint a Picture

A good advertisement is one which shows instead of telling. How can this be done? Try using a more visual way of representing a. Sales is all about selling benefits, not features. Instead of saying we have 2 miles of white beach, point out that you have 2 miles of pristine beach to stretch out and enjoy your favorite margarita.

4. Don’t Make Them Think

One of the common guidelines, especially in web design, is not to make people think. You need to get the message across in a clever way, but it shouldn’t make people think too much. A person should know what the ad is saying as soon as they look at it.

5. Colors: Choose wisely my son…

Depending on the advertisement, you usually want your colors to explode. Color choice is a very critical characteristic of advertisements. You want your colors to work with the feeling of your advertisement. Your colors need to work with the environment in which the advertisement is being placed. Appeal to the targeted people through color, but don’t make the colors distracting.

6. Stand Out and Be Memorable

Being unique and memorable are two essential components of a good advertisement. Your ad should be unique and completely different than anyone else. Be original. Keep it fresh! Don’t keep using the same ad over and over again. People glance at ads, if you didn’t grab their attention the first time, why do you think you will get their attention the second or third time?

With this information in hand, it will help you to develop a more effective advertisement.

About the Author: Rick Clark (62 Posts)

Rick founded Rick' Creative Designs, an innovative digital design printshop, when those around him were still using linotype machines. He earned his degree as an Internet Professional, enhancing his repertoire as a "Creative Specialist." Today, he runs Clark Media, Inc. where he brings his creativity and experience to the forefront in web, print, social and mobile media.


About the Author: Rick Clark

Rick founded Rick' Creative Designs, an innovative digital design printshop, when those around him were still using linotype machines. He earned his degree as an Internet Professional, enhancing his repertoire as a "Creative Specialist." Today, he runs Clark Media, Inc. where he brings his creativity and experience to the forefront in web, print, social and mobile media.