Display advertising can be (is usually) expensive so designing an effective advertisement is important -

Do not settle for advertising that you have always been doing.

Advertising should be fresh and attention-grabbing; no matter how many times readers have seen your ads.

There are six elements to a good display advertisement that wants to elicit an action response from readers.

Headline

Think about how news headlines are written. They are short, punchy, but readers still get a sense of what the article is about just by reading the headline. Popular ways to write a catchy headline are by asking a question, e.g., ‘Picture yourself at the beach lately?', or a puzzling statement that makes readers want to read on, e.g., ‘Take the slow boat to China'.

Other ways you might consider is to reflect current news, involve the reader, e.g., 'Do you need a break?' or include a celebrity.

Visuals

Use excellent quality visuals – pictures often say a lot more than words, especially in travel, where photos often do a better job than words to inspire people to travel. If you are using photographs, make sure the photos are professionally taken. Remember that photos often lose detail when printed on newsprint so avoid photos with too many small details – go for the big picture.

Copy

Less is more. Remember that readers are scanning through many ads in one copy of newspaper or magazine, so do not labour them with too much to read. The selling copy should also be written in the present tense, rather than the future, to give it immediacy and urgency.

Avoid too much hype – readers can sniff false advertising a mile away. Most readers are cynical about ads already, anyway. Be realistic about what you are saying about your product or service – and make sure you can deliver on your promises.

Call for action

In a response ad, your copy must include a call for action. With it, you must also include a deadline for this action, e.g., "Offer ends March 30". Remember to stick with your deadline – otherwise, you will not be believed in the future.

Company's identity

Include your name, address, contact details clearly. This should be linked or placed close to the call for action so that readers will know exactly what to do, and where to call when they decide on an action.

Other information

Make sure readers have all they need to make an informed decision. Don't make it necessary for them to do further research. Think about opening hours, credit card facilities you may be providing (or not).

Above all, make sure you proofread again and again to ensure accuracy. The worst that could happen is an advertisement that gives wrong information. Also, consider not overcrowding your ad. White spaces are sometimes just as attention-grabbing as a font size 60 header and 10 colourful photographs crammed in a tiny box.

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