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10 TIPS FOR SUCCESSFUL ADVERTISING

What makes readers take notice of an ad?
How do black-and-white ads fare next to 2-color or full-color?
How many visuals are appropriate?

Answers to these questions, and many others, are important for creating effective advertising. As a result, Roper Starch Worldwide conducted a study to find out how an ad's basic characteristics can increase its effectiveness. Here are their top 10 recommendations.

1. Keep your ad execution focused on a strong benefit message
2. Run a larger ad whenever possible
3. Use color to attract reader's attention
4. Emphasize the visual
5. Opt for photographs over line art or no visual
6. Show the product, preferably in use
7. Display prices, but not too many
8. Emphasize the promotion
9. Make sure text can be read, especially with reversed type, and type over type or visuals
10. Don't worry about ad position

View the full "Ad Elements: What Works for Newspapers" presentation by Roper Starch Worldwide in QuickTime format or in MediaPlayer format.