By Charles Boyar, Vice President, U.S. Operations, MediaAnalyzer, Inc.

 

In this article, you will learn:

1) That sexual graphics don't make print ads more effective, they actually make them less effective;

2) That there are 8 other "golden rules" of print ad effectiveness that you should know.

 

Although advertising industry professionals are often under intense pressure from clients to produce highly-creative print ads, clients and agencies often overlook the primary functions of an ad (brand retention and call to action) in the creative process.  One of the best ways to ensure your campaigns are effective is to periodically revisit these 7 Golden Rules for print advertising.

Rule #1: Have a strong key visual to break through the noise

Advertising has to compete with a lot of other stimuli to get people’s attention. People are so overwhelmed by an ever-growing amount of information and images that it is hard to break through the clutter to reach them in a meaningful and often personal way.

Rule #2: Don't over-do Rule #1 -- The key visual must be strong, but not too strong

A key visual must be strong enough to get attention, yet not so strong that the respondents’ attention is ceded to other parts of the ad that are supposed to communicate its message.

Rule #3: Don’t use sex as key visual, especially if you're targeting men

Sex is a great attention-grabber – and it is disastrous for ad effectiveness.

Men and women alike are strongly attracted by sex in ads. However, men are so engrossed by the sexual imagery that it diverts their attention. The end result is a less effective ad. 

Rule #4: The ad must keep tight control over the readers' line of sight and scan path

You must keep tight control over readers’ scan paths. Your ad has a story to tell, and for that it uses certain elements – you need readers to see what they are supposed to see, and in the right sequence, too.

Rule #5: Make sure the logo is prominent

Your logo sells. Make sure readers see it by integrating it into their scan path. Place it where people look, which is usually the bottom center or the bottom right of the ad.

Rule #6: Avoid multiple key visuals

Research shows that it’s usually not a good idea to include two eye catching visuals because, in this case, two is weaker than one. Research indicates that they compete with each other for the attention of the consumer. An attractive visual element outside the ad might be strong enough to catch the attention and thereby draw it away from the advertisement.

Rule #7: Make them read the copy text – or make do without

Most people don’t read ads anymore – they look at ads as they would at images.

Try to communicate your message without heavy copy – or with easily readable copy text:

• Use as few words as possible to communicate your message

• Make it salient

• Structure it (with bullet points)

• Use as LARGE a font size as possible 

Charles Boyar is the Vice President, U.S. Operations for MediaAnalyzer, a metrics company that measures the advertising effectiveness of print, direct mail, outdoor, product design and online advertisements.

© 2008 The 60 Second Marketer

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