Plan the ad around one idea
Each ad should have a single message – the key idea in an ad. If the message needs reinforcing with other ideas, keep them in the background. If you have several important things to say, use a different ad for each one and run the ads on succeeding days or weeks.
The pointers which follow are designed to help you plan ads so they will make your store stand out consistently when people read or hear about it:
Identify your business fully and clearly
Make sure your radio and television ads identify your sponsorship as fully and frequently as possible without interfering with the message. Logotypes and signatures in visual ads should be clean-lined, uncluttered, and prominently displayed. Give your address and telephone number. It’s possible to use a musical or sound effect signature identified with your store to create a “logo” on radio, too.
Pick illustrations that are similar in character
Graphics – that is, drawings, photos, borders, and layouts – that are similar in character help people to recognize your advertising immediately.
Pick the audio format or typeface and stick to it
Using the same typeface or the audio format for radio or television helps people to recognize your ads quickly. Using the same format or kind of type and illustrations also allows you to concentrate on the message when checking ad response changes.
Make copy easy to understand
Printed messages should be broken up with white space to allow the reader to see the lines quickly.
Broadcast messages should be written conversationally. Remember, these messages are human beings talking to human beings.
Tell your listeners how what you’re advertising will help them. Consumers buy benefits, not products.
Get the main message in the first sentence, if you can. Sentences should be short. Be direct. Go straight to the point. Get the audiences’ attention in the first five seconds of the radio or TV commercial.
Try out your script on somebody else or read it into a tape recorder. When you play the tape back, you’ll easily spot phrases that are hard to understand (or believe!). Your ears are better than your eyes for judging broadcasts ads.