This success formula works regardless of the software you use. The examples are created in Adobe PageMaker 6.5. Those of you using that program can get a jumpstart with the templates in the sidebar which also contain ad design tips.
When readers look at your ad what do they see first? Research indicates that readers typically look at:
- Visual
- Caption
- Headline
- Copy
- Signature (Advertisers name, contact information)
One method of making sure your ad gets read is to arrange elements in that order, top to bottom. However, your ad should also lead with its strongest element. Sometimes the visual may be secondary to the headline. In that case you may decide to put the headline first. A caption may not be necessary at all times and often you'll want to include additional elements such as secondary illustrations or a coupon box.
While this isn't the only way to design an ad, it is an easy to implement, successful formula for many types of products or services. On the next few pages I'll show you the basic layout and three variations on this format, also called the Ogilvy after advertising expert David Ogilvy who used this layout formula for some of his most successful ads.
