Changing your advertisement

Advertising CHANGING YOUR ADVERTS Why change your advert?  Be careful about doing that … readers prefer consistency when it comes to your advertising, and changing your marketing standpoint too often merely serves to confuse them. You must allow time for your sales message to work, to let your audience become aware of it and familiarise […]

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Format of the printed advert

Format: This is the way in which all the advertising elements — headline, copy, illustration, colour — come together, creating an attractive and interesting whole.  The end result has to look clean and easy to read and above all, INVITING. It’s been said before but this is a good place to repeat it: A common […]

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Advertisement Copy

The first words of an advertisement’s body copy or text are all-important; nothing must be done to diminish the reader’s interest. If the advertisement’s headline and illustration have done their job properly, then the reader should carry on taking in the rest of your message. One often hears that “people don’t read copy” or “there’s […]

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Advertising Frequency

How often should you advertise? Obviously, that’s going to depend on the specific campaign you have in mind, your business objectives, stock, and the market situation. But, it’s worth bearing in mind that the point of advertising is to get people to read the advertisement and to elicit from them the desired response. Just because […]

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Advertising Snipes

A method of attracting attention and supporting a headline is using what advertisers call SNIPES. They are different to a sub-head which supports the headline, in that they provide an additional call to action. Snipes are often set at an angle across the top of the advert and are a quick way of offering an […]

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The advertising headline Your headline is where you convey a sense of drama and urgency — preferably using positive statements. The feeling you want to instil in the reader is that he will miss something if he does not read on. Don’t waste this space by filling it with your company name and address – […]

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The Basics

Let’s accept that advertising cannot sell or manipulate the consumer. It can’t create a “Buy!” or “Don’t Buy!” attitude … individuals decide for themselves what product they want and when and where they will purchase it. What advertising does is to inform and persuade and also to reinforce a decision which has already been made. […]

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Teaser Advertising

Teaser Advertising is exactly what the name implies: an advertisement or series of advertisements designed to: create awareness arouse interest and curiosity to forestall the target audience from making a purchase from the opposition. It is most effective just before launching a new product or announcing a sale. to alert customers to a forthcoming promotion […]

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