09/27/2011
Getting The Most From Your Ads
For an advertisement to be successful, it must grab the reader�s
attention. Here are seven suggestions to make your advertising more
attention-getting:
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Busy layouts often pull better than neat ones. One split-run
test showed busy layouts out-pulling neat ones by 14%.
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Vary the shapes, sizes, and colors. People will get bored, and
turn the page, if there is no variety.
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Color will attract attention. But usually, it isn�t
cost-effective. Tests show that color is not a good idea in four
out of five cases.
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Putting something odd into a picture will attract attention. In
a Hathaway shirts campaign, the model wore an eye-patch. That
odd detail made the campaign famous, as well as successful.
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Too many extraneous props divert attention. One company ran a
curtain ad with a cute teddy bear. They got more calls about the
bear than the product.
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Photographs are more convincing than drawn illustrations. Photos
can increase response by over 50%.
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Before-and-after pictures are very persuasive. This technique is
a great way to show the benefit of your product.
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