Maricopa Chamber Marketing Blog

Designing an effective ad

Filed Under Advertising | 

Last modified: June 12, 2007

The overall visual impact of an ad relies on five basic elements. The layout of these elements can be varied to fit your needs. Sometimes the visual takes center stage, at other times the headline can be more important.
Keep in mind that ads are read in a “Z” formation starting at the top left of the ad, moving across to the right edge, down through the middle and again left to right at the bottom of the ad. The focal point (or optical center) of an ad is in the middle, two-thirds up from the bottom edge of the ad.

The visual An Illustration or photo that is used to capture the attention of the reader. This eye-catching element can communicate a concept or feeling, or showcase a product and its benefits. The right image can go a long way to communicating your message.

The caption If needed, the caption describes the visual.

The headline Supports the visual. Should be 10 words or less. Makes the reader want to find out more. Can be humourous, pique curiosity, offer a solution, and be a call to action. Typeface and color plays a very important role in grabbing a reader’s attention and setting the tone of the ad.

The copy Supports the headline, generates interest. Emphasizes customer benefits, highlight what makes you different from the competition. Use words and phrases the target audience knows and understands. Readibility of typeface is critical.

Signature or contact information. Includes a company logo and contact information. Make it easy for the customer to contact you.

If you have any specific questions about advertising please e-mail me.

Thanks,
Mark Molus