Principles of
Effective Advertising.
Advertising is an art, but it’s also a science. From the early masters of the trade to today’s most cutting-edge agencies, effective advertising has always employed a few secrets of success. At PCA, we use time-tested principles of theory and practice, and the results are always exceptional (and sometimes even award-winning).
Printed Media
Do Not Overpopulate.
Use Open Space.
(It gives the reader space to get into your ad)
Keep Photos and Graphics Simple, Clear and Minimal.
Include Headlines.
(To announce/convey/promote)
Get Bold With Color.
(But don’t overdo it)
Be Consistent In Look.
(Builds brand and creates visual equity)
Television
Keep It Simple.
(Message conveyed in 30 seconds or less)
Use Music.
(Music sets the tone and the mood)
Keep It Visual.
(The visual aspect is the most important part)
Use Visual Text.
(Enhance message by combining visual text with spoken words)
Connect With Viewer.
(Have only 5 seconds to capture viewer’s attention)
Use Mnemonic Devices.
(Used as an aid in remembering)
Website
Get To It.
(Home page should clearly indicate what the website is about)
Clarity Is Key.
(Each page must have its purpose clearly stated)
Less Is More.
(Keep page lengths “Bite Size,” no more than 3-pages deep)
Make It Easy To Get Around.
(Website navigation should be clearly visible and easy to use)
Make Yourself Visible.
(Not everyone can see well, so make the text contrast against the background.
Run the page through a “Colorblind Filter” to check usability)
Make Your Text Visible.
(Contact information should be easily visible)
Easy On The Effects.
(Design it slim, not everyone has broadband)
Radio
Tell & Sell.
(What’s your brand’s story? Give the listener something to remember)
Talent Speak Volumes.
(Voiceover talent can add to—or subtract from—your ad’s effectiveness)
Make Sound Decisions.
(Use music prudently, and keep background effects to a minimum)
Know Thy Customer.
(Speak to your audience the way they speak to you)
Heed The Call To Action.
(Don’t be afraid to repeat contact info)
