1. Maynard
How am I inf luenced?

2.  No more than 1 minute
 Attention grabbing - Grab attention within 1st 3
seconds
 1 theme - 1 idea or message to get across – don’t
confuse viewer with several goals
 Product Visibility - Involve consumer with product,
have product clearly visible throughout
 Closing Key Point - Show product benefit at climax of
add (height of tension/excitement)
 Creative - Don’t just copy what competitors do

3. Print,
direct mail,
emails,
banner ads,
pop up ads,
etc.

4. Headline Tips:
1. big lettering
2.should deliver benefit or identify product
3.entice reader – gives you a reason to continue reading
(5 times as many people read headline than any other
part of the ad)
4.no more than 8 words
5. use simple, common, familiar words
Subheading - Organizes body copy or clarifies headline

5.  Copy Tips:
1. font says something – different font give different
messages
2. use no more than 2 fonts (otherwise it is too busy)
3. avoid using all caps (the impression is screaming)
4. avoid reverse types in most situations (toys reverse R
us
5.keep phrases together on one line
6.use present tense

6.  Illustration - A photo, drawing, painting, graphic,
chart or graph – AS IMPORTANT AS HEADLINE
 Layout - The way in which the elements of an ad are
arranged
 Weight - Visual dominance of the ad
 Image dominant - Use for emotional products (ex.
Food, clothing)
 Type dominant - Use for rational products (ex.
Financial services, insurance, computers)
 Visual Flow - Z pattern – a reader’s natural tendency to
read from left to right, top to bottom, left to right