The Format
The power of advertising begins with making
a difference. Magazines and other publications
displaying promotions present services and
goods to readers. There are reasons that
motivates someone to stop, take notice and
read an ad. If the ad fails to be noticed after
insertion, the ad is of little value.
Magazine ad proposals are, in most cases,
judged outside the intended environment––the
place where it is to be inserted. The ad may or
may not compete with other printed matter, and
that may create problems afterwards.
The Message
People like to look at people. When presented
properly, such a means of correct photographic
use can stop the page and the message may
be read.
Next are the remaining elements of text. When
placed well, properly chosen font and size,
making a difference with a powerful statement/
heading, that add will be reviewed for its content.
When photo excellence prevails,so will the
message communicate.
When at all possible, focus on the visual image to
strengthen communication with appropriate space for text.
The Image
Visual competition among other ads in printed
matter, magazines, newspapers, billboards, even
environment, etc., is a critical element never to
be overlooked or set aside.
Text and/or image in an ad cannot be judged on
like or dislike, only on marketing effectiveness.
If the message communicates, success may
follow for the advertiser - a one-time magazine
ad sold over $240,000 in products. Naturally,
this does not happen every time.
