Principles of effective print advertising
Steve BlomReadex, St. Paul, Minnesota.
INTRODUCTION
Time is a scarce and precious resource.
Marketers need to keep that fundamental premise in mind when creating a print ad. Readers will decide in a second or two – or perhaps even a split second – whether or not an ad is worth their time. After all, there are 100 more pages to go through in the publication, two more magazines in the stack waiting to be read, followed by budgets to review, customers to call and employees to evaluate.
As a marketer you face keen competition...