- Your ad needs to appeal, and prove memorable, to your customers
- Many wrongly believe a billboard advert can be a blown-up press advert
- The most important rule for a poster advertisement is simplicity
- When creating print ads you need to understand the reader's likely behaviour
Designing effective advertising creative is the key to getting your product or service into consumer minds. Once you have decided which advertising medium is best for you to use (a different topic entirely!) you need to produce an ad which is going to appeal, and prove memorable, to your customers. A great ad will be remembered for a long time – remember Wonderbra, for example, and the Economist?
Advertisers often make the mistake of believing that a billboard ad can be a blown-up press ad. But this is not the case. Both media have specific requirements and ’golden rules’ that enable small businesses to get the most out of their creative and advertising environment.
Advertising experts Rory Sutherland, David Patton, Eric Newnham and Tim Braithwaite have come up with some tips on how to create the best poster and press ad.
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