Tips for Effective Advertising

Step Four -- Copy Sells!

Be Descriptive
In a study on the effectiveness of Yellow Pages advertising features for a set of test ads, over six out of 10 respondents who selected a test ad chose one with copy and graphics that specifically addressed the product desired.

This implies that a more effective ad will result when color is used to enhance product appearance, and the graphics and copy address the specific product of interest to the customer.

Source: From Information Processing in Directional Media: The Effectiveness of Selected Advertising Directional Cues in the Yellow Pages. A Doctoral Dissertation by Karen V. Fernandez, The University of Kansas, 1995.

Elements of the ads in the test were manipulated to control variables for test purposes, and therefore are not meant to be examples of "ideal" Yellow Pages ads.

Step One (Create a response)
Step Two (Using general color)
Step Three (Using enhanced color)
Step Five (Ad size counts!)
Step Six (Try Impact Ads)

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