1. Must stop the reader from turning the page.
2. Sells a product’s benefits rather than its
features. People buy based on what the product does for them – not on what
ingredients it has.
3. Promotes the name of the store or brand while visually
creating an image for it.
4. Speaks to a specific group of people.
5. Provides all the facts a reader needs without providing
too many.
6. Conveys its message simply. It is believable and
honest.
7. Is newsworthy. Readers say advertising in newspapers is
as important as the news. It is in fact a primary reason that people seek out advertising
in newspapers.
8. Sells answers to consumer’s current needs.
Advertising sells to people’s wants and not just needs. People need transportation
– they want a Mercedes. They need clothing – they want Polo.
9. Uses white space. Crammed ads get poor results because
readers don’t want to work that hard.
10. Has a sense of urgency. It tells the reader to do
something.