Whether they're designed for a local newspaper, a trade publication, a magazine or a program for a special event, you print advertising has to accomplish four things:
1. Draw the viewer in
2. Make sure they know who you are
3. Sell them on the BENEFITS of you or your service/product
4. Tell them how to make a purchase
Good print advertising accomplishes these goal in a creative way, but never emphasizes design over effectiveness. Having said that, the role of design is critical in making your print advertising an investment that pays you a return. Anyone can put type on a page, but developing a concept that highlights the benefits of what you do in a way that induces prospects to become purchasers, requires talent, training and experience.
The right headline, copy that engages the reader and a graphic that gets them interested in the first place, combined with a format that makes sense and appropriate white space, are key ingredients in a productive print ad.
Just as important, though, is when and where you run the ad.
Because a brochure, catalog, direct mail piece or package may be your first contact with a potential client, it's critical that each piece be designed and printed to work as hard as possible on your behalf.