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Key Elements of a Good Magazine or Newspaper Ad |
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| Test your knowledge of advertising with a few basic questions—the answers are below. 1 What will the consumer read first? a) a powerful header b) a graphic caption 2 Which is better? a) small graphics b) a large graphic c) no graphics 3 Babies in ads are powerful to which consumer group? a) all groups b) boomers 4 Which is better to capture the consumers interest? a) great benefits b) compelling information Answers: 1. B Consumers have been bombarded with info and ads to the point where they skip the header and their eye goes to the graphic elements first. Make it memorable! 2. B Large, striking graphics are best—no one reads, they scan. Small graphics irritate the squinting scanners. 3. B Babies sell best to boomers, but are generally always a safe bet. 4. A Capture the consumers interest with an exciting benefit for them—that sells waaay better than compelling info (unless it's in a web site, then info wins). |
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