Hi I am head of property advertising in a regional newspaper, and I thought my experience may be useful for you to create successful advertising campaigns. I have undergone many workshops and courses which are also taken by National design/ marketing companies.
10 First Rules of Ad Design
1. One of the most effective ways of achieving immediate stand out is to place something ‘out of context’ or visually unusual. Consider unexpected shapes and positions such as those we looked at on the programme (if the Editor will agree!). Eg wraparounds and ‘silent ads’.
2. Run ads which demand participation from the reader to keep them involved.
3. Know who the main target group is. Understand them and think about what motivates them. This will help to inform both the headline and the design of the ad eg typeface, use of colour, copy content.
4. Know what the offer is. What are you trying to sell them? What response are you seeking to prompt?
5. Know the USP (s) (Unique Selling Point) of the offer. Why should the reader go to this shop or this restaurant as opposed to any other? What will they get here and only here?
6. Remember the importance of brand building (Module 1) and ask yourself :
• Does the advertisement present the image the advertiser seeks?
• Is the ad consistent with the image presented by other advertisements (in other media too).
• Is the ad consistent with the business and its premises and products (no point in promising and failing to deliver).
In a cohesive ad, the headline, the copy, any illustration, logo or strapline and the brand work together.
7. Work with the advertiser to create and develop a theme or a character for their advertising.
8. Be Topical: "The news is fresh every day, the advertising can be as well." Design ads for specific days of the week, and relate to local events and people.
9. KISS. Keep it Short and Simple. Simple ideas. Short sentences, headlines and sub headings. Especially important for radio ads – posters for the ears!
10. Do not be afraid of detail in press ads.Newspaper readers expect to read, and they will read if they are given material of interest to them.
E-mail me direct gumpster43@hotmail.com if you would like to hire my services, for press advertisements, branding, press release writeup or advice.