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Advertising

Think smallJust do it Diamonds are foreverBecause I’m worth itLet your fingers do the walk

ing

Reach out and touch someoneWhere do you want to go today? It’s everywhere you want to beDrivers wanted Melts in your mouth, not in your h

and

Always Coca-Cola Think DifferentWe bring good things to lifeWhere’s the beef?Good to the last drop

You deserve a break today Fast talker Do you know me? Be all that you can be Have it your way

Mmm mm goodThe skin you love to touchShare the fantasy It’s the real thing It’s so simple

What makes a good advertisement?

The headline captures candidates' attention. The first few lines are interesting, engaging and a

ctively sell the position. Sentences are short and to the point, providing e

nough information to interest candidates but not to overload them.

The advertisement avoids the use of words that are difficult to understand.

Points are made using as few words as possible (the less copy you use, the smaller the media space and therefore the lower the cost).

The advertisement contains some white space and does not appear cramped.

What makes a good advertisment?

Benefit Headline - grab attention, make the reader think.  

Copy that sells - what features or functions a product or service has, what are the benefits!

Picture or graphics - help grab attention, they should compliment the copy.

Layout - use of white space to allow the advertisement to 'breathe' - avoid use of  too much text over graphics as this can be difficult to read.

Use of colour - helps make the advertisement stand out, adds prestige

Response mechanism - why should customers respond quickly? Use price, stock levels, time factors 'book early to avoid disappointment'.

Point of contact - make it easy for your customers to buy. Use of address, telephone number, email, web-site, easy parking.

The following advertisement shows many of the elements required to generate an effective res

ponse:

TOP 10 SLOGANS OF THE CENTURY

Diamonds are forever (DeBeers) Just do it (Nike) The pause that refreshes (Coca-Col

a) Tastes great, less filling (Miller Lite) We try harder (Avis)

Good to the last drop (Maxwell House)

Breakfast of champions (Wheaties) Does she ... or doesn't she? (Clairol) When it rains it pours (Morton Salt) Where's the beef? (Wendy's)