What size should an advert be? The size of the advertisement also plays a role in determining frequency.  One little-known guideline here is that in order to get TWICE the amount of attention from a specific advert, you have to increase the size FOUR times — not twice! It’s a mistake to glance at an [...]

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 [...]

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 [...]

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 – [...]

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. [...]