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Ad Layout and Design Strategies

By Jacci Howard Bear, About.com

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Coupon Variation of the Ogilvy Ad Layout

Coupon Variation Ogilvy Ad

Add a real or fake coupon to the ad layout.

Coupons attract attention and can increase response to your ad. Even just the appearance of a coupon - using the familiar dashed line around a portion of your ad - can have the same effect. The illustration on this page is the basic Ogilvy ad layout design but with copy in a three-column format and the addition of a coupon in the outside corner.

Make additional changes to this ad layout by changing the margins, fonts, leading, size of the initial cap, size of the visual, and changing the column layout. Experiment with different coupon styles.

  1. Visual at the top of the page.

  2. Caption below photo.

  3. Headline next.

  4. Place main ad copy in first two columns of a three-column grid. Place your contact information (signature) at the bottom of the middle column.

  5. In the third column put a coupon or a faux coupon. Placing the coupon in the outside corner of your ad makes it easier to clip out.

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