 Memorable Doyle Dane Bernbach ad in the Ogilvy and Mather style for VW. The ad, short for advertisement
The common goal of an ad (or advertisement) is to sell a product or service. Or to create brand awareness to either a targeted or mass audience. The main parts of an ad and what to consider for your next ad campaign. 1. Visual images The image can be a photo, illustration or all typography. You can have one main image or many. The amount of visual imagery depends on the size and application of your ad. For instance, you should never use six images in a quarter page ad. Stick to one image or use typography as your main visual. Small ad space = less content Large ad space = more content 2. Headlines Matter (see the VW example) A headline is the main text on your ad. This should be short, but attention-grabbing and well-written. The words will depend on what you are selling and to whom. For instance, if you are selling high-end diamond jewelry to a high-net-worth group you probably will not use the words “Discount or Free.” However, if you are selling a food item, free and discount could work. You have seconds to grab attention; therefore, some thought and brainstorming of the headline is a good idea. 3. Body copy aka text See number 1. Small ad space = less content Large ad space = more content The amount and quality of copy are essential. Remember who your audience is and what you are selling. As well as the size of your ad. All of these points are important. If you do not have well-written copy, then consider using bullet points to talk about the most important features of your product or service. Keep your client or customer in mind when you do this. Ask yourself, what would they care about or want to know about my company? 4. Your contact information • Logo • Phone number (yes, this gives you credibility) • Your company’s physical address. If you are e-comm only, then your town and state should be on your ad • Website If you are purchasing a larger ad, then consider adding your social handles. A call to action (CTA) or a coupon (if appropriate) are other elements to consider. Conclusion: A well-designed Ad can help you sell your product or service. The common goal of any ad is to sell a product or service or to create brand awareness to either a targeted or mass audience. Size and quality matter. Can you think of a great headline or memorable ad? Let us know.
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