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Your Ad Goes Here

Rachel Bachrach

BUY IT! GET IT! USE IT! WEAR IT! The words scream across the page, leaping at you with the force of suggestion. While you may quickly turn the page, if the ad was successful, its message has already been internalized. How Advertisers Snag Your Interest — and Your Money.

Wednesday, August 22, 2012

adsYou’re flipping through a magazine, and you come across an ad for a supermarket. If you’re a woman, chances are you’ll scan it for about five seconds. Your husband will probably take only half a second before moving on. Yet a few pages later, your husband might take a minute to study an ad for a car leasing company; his auto lease is almost up. This contrasts with your neighbor, who’s six months into his three-year contract and completely ignores the ad.

Every ad is reaching out to a specific clientele. If an ad is of interest to the reader, he’ll take the time to linger, otherwise he’ll flip the page pretty quickly. From the moment a person sees an ad, it only takes about a second to make a host of decisions: Do I need the item or service? Is it something I’d want more information about? Have I heard of this brand and want to see what else they’re offering? Does this ad look so interesting that I feel compelled to read it, regardless of whether I’m a potential client?

From a marketing perspective, the point isn’t just to get you to look at an ad, it’s also to get you to act on it, whether consciously or subconsciously. A print ad is a brand’s best shot to communicate with the reader. The brand tells the reader what it offers via concise, well-written text and attractive, appropriate graphics, hoping it integrates the two on both an intellectual and an emotional level so the reader will become a consumer.

What goes into an effective ad? And why is it that some ads — even if they’re for stores in different cities, foods you might not eat, or products you’d never use — are so intriguing that people everywhere stop to look at them, discuss them, and in extreme cases, even collect them?

Family First spoke to several marketing and design experts to get the lowdown on what goes into creating effective print advertisements. We then pored through various magazines and publications to find ads demonstrating these techniques.

 

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