According to Gallup & Robinson and Readex, two US research organisations, the six principles of creating print ads that work are:
1 Be specific in promoting the benefit for the consumer.
2 Make the product the big benefit.
3 Keep your advertisement simple.
4 Use large spaces to emphasise the benefit.
5 Personalise the benefit.
6 Don’t obscure the benefit—being catchy and cute don’t always work.
[as described by John Machado in Creating Desire]
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