Creating ads to get results: ten steps and more!(GENERAL)

• Author: Komancheck, Wendy

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An effective ad features a good visual image and a logo that stands out, an interesting headline, contact information in red, a subhead that identifies the business' market niche--all in a simple layout.

An advertisement budget is essential for any business. Yet, how does a business owner know what kind of ad will meet his or her goals for getting new business or creating awareness for the company? The advertising staff of ABM weighs in on 10 steps to creating an ad, as well as sharing some thoughts on what makes an effective advertisement.

THE NITTY GRITTY OF AN EFFECTIVE AD CAMPAIGN

"Effective advertising is kind of like investing," says Charles Bell, national sales manager. "Long-term results are usually improved by the value of compounding. Likewise, advertising results will become more effective and more memorable with the more impressions you're able to make over any given period of time."

It's the idea of running a marathon versus seeing instant results that makes a successful advertising campaign. And that's where ABM's 10 tips, which can be applied toward an ad placement in any publication, comes in:

Determine the goal: At this step, you need to determine what your goals are for your advertisement. Do you want to increase market awareness? Do you want to generate inquiries? Do you want to push a specific product or service? Before you can create an effective ad, you have to know what is the purpose of that ad.

Develop the message: What do you want to say? Usually, you want a strong headline that conveys that message.

Determine the image: How do you want to convey your message? Do you want to use simple graphics, professional photography, or lots of text? The answer to this will depend upon what you want to say, and how you want to say it.

Do your research: Know your audience and what they're looking for. Give them enough information to pique curiosity, but not too much to drown them in detail.

Collect your materials: Make sure you use high-resolution logos; professional photography; and concisely written copy.

Make your ad stand out: If your ad looks like everyone else, will it get noticed? You only have a couple of seconds to grab the readers' attention. Depending upon your message and image, you might want to use humor to break through the clutter. Or (you may want to use) a distinctive photograph to make your ad stand out.

Be simple: Clutter makes the reader work too hard. Make it easy on them by focusing...