Basics of Effective Ads
Form and Function
It's time to start exploring some principles of effective advertising. One basic tenet of design is that form follows function. Selling the product or service is always the function of your ad, and how you achieve this visually (in form) is secondary.
To function effectively, advertising must:
Take the customer's point of view. The ad must focus on meeting the customer's needs—not those of the seller or designer.
Deliver a sales message. If not to persuade, the ad must inform or remind. Advertising is never art for art's sake.
Communicate in terms of product benefits. The ad must showcase how the product will benefit the customer, as opposed to showing mere product attributes.
While function is essential, ...
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