The communications objective is the essence of your message. If you want to tell
people not to eat rutabagas because it’s cruel, then that’s your communications
objective. A word of caution: though perhaps the most important
of your 8 steps, this is also the one that beginners tend most to neglect. A
precise and well-defined objective is crucial to a good ad.
2. Decide on your target audience
Who is your message intended for? If you’re speaking to kids, then your language
and arguments will have to understandable to kids. On the other hand, if you’re
speaking to high income earners (for example, if you’re
writing an ad to dissuade people from wearing fur coats), then your language
will have to be more sophisticated. So define who your target audience is,
because that will decide how your message is conveyed.
3. Decide on your format
Is it going to be a poster, a half-page magazine ad, or a tiny box in the corner
of a newspaper? Make this decision based on the target audience you’re trying to
reach, and the amount of money you can afford to spend.
If you’re talking to kids, a poster in one high school will not only cost less,
it will actually reach more of your target audience than a full-page ad in the
biggest paper in town. When it comes to deciding on the size of your ad, the
more expensive it will be to produce and run. Don’t let that discourage you. You
can do a lot with a small ad so long as it’s strong, clear, and properly
targeted.
4. Develop your concept
The concept is the underlying creative idea that drives your message. Even in a
big ad campaign, the concept will typically remain the same from one ad to
another, and from one medium to another. Only the execution of
that concept will change. So by developing a concept that is effective and
powerful, you open the door to a number of very compelling ads. So take you time
developing a concept that’s strong.
Typically, an ad is made up of a photograph or a drawing (the "visual"), a headline, and writing (the "copy"). Whether you think of your visual or your headline first makes little difference. However, here are a few guidelines worth following.
5. The visual
Though you don’t absolutely require a visual, it will help draw attention to
your ad. Research indicates that 70% of people will only look at the visual in
an ad, whereas only 30% will read the headline. So if you use a visual, then
you’re already talking to twice as many people as you otherwise might. Another
suggestion is to use photographs instead of illustrations whenever possible.
People tend to relate to realistic photographs more easily than unrealistic
ones. But whether you choose a photograph or an illustration, the most important
criteria is that image be the most interesting
one possible and at least half your ad whenever possible.
6. The headline
The most important thing to remember here is that your headline must be short, snappy and must touch the people that read it. Your headline must affect the reader emotionally, either by making them laugh, making them angry, making them curious or making them think. If you can’t think of a headline that does one of these four things, then keep thinking. Here’s a little tip that might help: try to find an insight or inner truth to the message that you’re trying to convey, something that readers will easily relate to and be touched by. Finally, whenever possible, avoid a headline longer than fifteen words. People just don’t read as much as they used to.
7. The copy
Here’s where you make the case. If you have compelling arguments, make them. If
you have persuasive facts, state them. But don’t overwhelm with information. Two
strong arguments will make more of an impression than a dozen weaker ones.
Finally, be clear, be precise, and be honest. Any hint of deception will
instantly detract from your entire message. Position your copy beneath the
headline, laid out in two blocks two or three inches in length. Only about 5% of
people will read your copy, whereas 30% will read your headline. By positioning
your copy near your heading, you create a visual continuity which will draw more
people to the information you want to convey. Use a serif typeface for your copy
whenever possible. Those little lines and swiggles on the letters make the
reading easier and more
pleasing to the eye.
If you have lots of copy, break it up with interesting subheads, as we’ve done in the graphic above. This will make your ad more inviting, more organized, and easier to read.
This is where the name of the organization belongs, along with the address and
phone number. If you don’t have an organization, then think of a name that will
help reinforce the message you’re trying to convey. Perhaps "Citizens
for Fairness to Migrant Rutabagas Pickers" would work for the example we’ve been
using. This isn’t dishonest. Your organization doesn’t have to be incorporated
or registered for it to be real.
8. Some mistakes to avoid
The single most common mistake is visual clutter. Less is always better than more. So if you’re not certain whether something is worth including, then leave it out. If your ad is chaotic, people will simply turn the page, and your message will never be read. The second most common mistake is to have an ad that’s unclear or not easily understood (haven’t you ever looked at an ad and wondered what it was for?). The best way to safeguard against this is to do some rough sketches of your visual with the headline and show it around. If people aren’t clear about your message, then it’s probably because your message is unclear. And however tempting, don’t argue with them or assume that they’re wrong and that your ad is fine. You’ll be in for an unpleasant surprise. Proofread your ad, then give it to others to proofread, then proofread it yet again. Typographical errors diminish your credibility and have an uncanny habit of creeping into ads when you least expect it.
Source: http://www.adbusters.org/spoofads/printad; accessed 23 Apr 2009