There are several fundamental principles that you need to review before going ahead and spend on some bombastic print ad campaign:

The five fundamentals in creating a successful print ad:

1. A successful print ad should be able to attract attention – remember that in writing your ad, you should write for the eye, since, print ads are basically visual modules of communication. When you are crafting a print ad, keep in mind that eyes are kind of picky and you must know what the eye likes and dislikes – here’s some pointers: a. Catchy headlines attract the eye easily b. Eyes like art – photos, illustrations, clip art, shapes, drawings, etc. So once you create the ad, blend the words and visual art well and you will find your creation to be a visual delight and entertainment for your readers. c. Spark up the eyes’ interests by designing your print ad in an intriguing and attention-getting manner. d. Don’t crowd your ad too much. Leave a white or blank space for the reader’s appreciation. e. Even with all the visual entertainment, print ads should have one message only. Don’t add too overflowing ideas into your ads that would only confuse your target customers.

2. The print ad should appeal to the reader’s self – your ad must keep on the “you” point of view. It should contain information that will tell how the readers will benefit. It shall have a good fighting chance of capturing your reader’s attention by making it seem like an extension to the news they’re reading on the paper. 3. Your ad should communicate the unique advantage your target market shall be getting.

4. The Ad should prove your advantage over other competitors. Testimonials, statistics and endorsements by known people are some convincing ways that your potential customers might appreciate and respond to.

5. Your ad should motivate your customers enough to take action. This kind of response may be won by announcing special offers, discounts, bonus or free demos or trials in your print ad. Keep your target market in mind – your message should be focused on your customer’s needs, not your own.

Aside from these pointers though, know that one of the best ways to learn crafting successful print ads is by studying the ads already out in the prints. By studying them closely and getting readers reactions, you will know what’s best. This creativity exercise makes us learn by example. Creating a successful print ad may be learned from bad examples as much as you can with good ones! -30-

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About Author :
Lala C. Ballatan is a 26 year-old Communication Arts graduate.

Book reading has always been her greatest passion -- mysteries, horrors, psycho-thrillers, historical documentaries and classics. Her writing prowess began as early as she was 10 years old in girlish diaries. With writing, she felt freedom – to express her viewpoints and assert it, to bring out all concerns -- imagined and observed, to bear witness.