Advertising at the Clinton Courier

A good ad...

...must stop the reader from turning the page. An ad has 5-to-10 seconds to jump off the page and grab the reader’s attention.
...works like a good salesperson, telling potential customers what a product will do for them.
...is built on a concept or idea. The reader must instantly recognize the concept being communicated.
...sells a product’s benefits rather than its features. People decide what to buy based on what the product will do for them, not for what ingredients it has.
...has a sense of urgency. It tells the reader to do something.
...promotes the name of the store while it visually creates an image for the store.
...speaks to a specific group of people it is trying to reach.
...provides all the facts a reader needs without providing too many.
...is well organized in its layout. The orderly division of space makes it easier on the eye to read.
...uses white space. Crammed ads get poor results because readers don’t want to work that hard, and nothing draws the eye more effectively to a spot on a gray page.
...conveys its message simply. It is believable and honest.
...is distinctive. Ads must be different, instantly recognizable and sell the store in addition to the merchandise.
...attracts a reader’s eye. Using the basic principals of design as they relate to layout: proportion, balance, contrast, movement and unity.
...uses the FAB approach of Features, Advantages and Benefits.
...must be supported by good store management of merchandising and customer service, backing the advertising promise.
...uses the most popular words and phrases to consumers including: Free, New, Sale, Now, Guarantee, 100%, Easy, Bargain, Introducing, Now, Just Arrived, Easy, Results, Discover and Affordable.
...remembers who the customer is and what would make that customer buy.
...is news. Readers believe advertising in newspapers is as important as the rest of its content. The interactivity of a newspaper causes readers to seek out good advertising.
...limits its use of typefaces. A good rule of thumb is to use no more than three typefaces in an ad. This reduces the feeling of an ad being too busy or cluttered.
...sells answers to consumer’s current needs. Advertising sells to people’s wants not just to their needs. People need a car but want a Mercedes. They need clothing, but they want Polo.

What makes a good ad?