What would the consumer gain by using your product or service? This could be tangible, like a free gift prestige, power or fame. If the ad is tiny, you’ll need to keep things as simple as possible. If you have a full page ad, feel free to experiment more page space gives you more creative space. This is where your benefits come into play or a product description that sets your offer apart from the others. Grabbing the consumer’s attention isn’t enough you have to keep that attention for at least a few seconds. All good advertising copy is comprised of the same basic elements. You could do this with a headline or slogan (such as VW’s “Drivers Wanted” campaign), color or layout (Target’s new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zoloft’s depressed ball and his ladybug friend).
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