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Article By: DennisGartlandII
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Better Print Advertising
2. News and headlines: People read consumer magazines and newspapers to get news. If you have genuine news such as product updates or new innovations by all means put it in the headline.
3. How many words in a headline? Research conducted with cooperation from a large department store found that headlines of ten words or longer sold more products than short headlines. In terms of recall, headlines between eight and ten words work the best. On average, long headlines sell more goods than short ones - headlines like David Ogilvy's "At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock." have been remembered for years.
4. Talk to Your Prospects: When a specific group consumes your product; Speak to them in your headline - boaters, Video Game Players, business owners?
5. Buyers Will Read Long Copy: Readership falls off rapidly up to 50 words, but drops very little between 50 and 500 words. Potential buyers will read longer into an ad. Peak their interest with the headline, and then sell them in the copy.
6. Before and AfterAds: Before and after ads are above average in grabbing the readers attention. Contrast seems to work well. If then seems to be well understood by the consumer.
7. Photos vs. Art: Photos work better than drawings most of the time. Consumers prefer to feel things are "genuine." The photo should help pull readers in. It must be related to the benefit of to the goods you are selling. The photograph has to have story appeal.
8. Captions: Twice as many people read the captions under photographs as read the body copies. Never place a photo without a caption. Because Associated Press Style calls for captions under photos people expect it.
9. News layout vs. Art Style Layout The more the ad looks like the news in the publication generally the higher the readership. Though people do tend to look for the ads in trade publications. The arty layout is much easier to get approved by the client A good ad agency will take the time to explain to the client that the ad must have long copy to make sure the consumer buys the product.
10. Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.
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About the Author
Dennis Gartland is the CEO of an Ohio Advertising Agency Net Advertising Group can help you increase the response rates on your print advertisements.Plus use SEO to further increase your Results
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