Print Ad Checklist
- The purpose of the advertisement.
- Anticipated audience.
- Who are the imagined users of the product advertised.
- Who is the assumed authority on the product.
- What are some of the explicit values and attitudes assumed to be shared by the readers/viewers.
- What are some of the more implicit or taken-for-granted points of consensus.
- The basic design of the advertisement.
- If a photograph will be used in the advertisement.
- If there are figures in the ad (people, animals) and what they are like.
- What symbols and signs will
appear in the advertisement.
- How the language will be used.
- The basic themes in the advertisement.
- Create ad for the correct target audience.
- Communicate a simple and easy to remember message to your customers.
- The simpler the headline, the better.
- Every other ad element should support the headline message, whether that message is price, selection, quality, or any concept.
- Find one style and personality and stay with it for at least a year or more for your ads.
- Avoid targeting your competition or being negative about them.
- Be credible.
- Provide easily visible information in the ad for potential customers to buy.
- Examine competitive ads in the media that you are planning to advertise in.
- Make sure your ad stands out from competitive ads.
- Make sure the ad looks professional.
- Check your ads for spelling and grammatical errors.
- Have a couple “sets of eyes” review the ad before it finally runs.
- Be accurate and truthful in the ads you create.