Awell written advertisement can dramatically improvethe effectiveness of your campaign. When it is critical knowledge, its presence can driveour success, while its absence may contribute to our failure, and while writing a great advertisement is an art,the key principles are easy to understand - helping you either to prepare your own advertisement or evaluate the work of an agency or the copywriter working for you…

The basics you ought to follow….
• Your most important decision is choosing the right media to reach your target market.
• Your advertisement can have no effect unless it catches the reader’s attention, so a good headline is essential.
• Do not put your logo in the headline, as it stops people reading on. If you include alogo, put it at the end.
• If you have nothing to illustrate, do not include illustrations just for the sake of it. Cheap & poor quality illustration will make your product look cheap and poor quality.
• Advertisements that aim to increase brand awareness for perfumes and fashion often contain nothing apart from the headline, an illustration and the product name. Advertisements in trade magazines may be packed with details that the advertiser is confident the reader will want to know.
• If your product is (deservedly) expensive, you may want to indicate how much it costs, to avoid time-wasting bargain hunters.
• The whole advertisement must answer the ‘What’s in it for me?’ question. So write it from the reader’s point of view, focusing on benefits rather than features. Use simple, clear and concise language that the reader can understand immediately. Break up paragraphs into easily readable points.
• Before you design the layout of the advertisement, check the content. Look at it through the eyes of target customers.
• Use a font that reflects the image you want for your company. For example, clean, crisp and smart, or traditional, established and reliable, or young, stylish and innovative. The above are only some basics in writing an advertisement; however these basics are not even implemented in most cases.