17 Print Advertising Effectiveness Questions

April 27th, 2010 by Rob Berman Leave a reply »

Hundreds of millions of dollars are spent on print advertising each year.  Is your advertising effective?  Answer these questions about your ads and see the results.

  1. Do you emphasize a benefit?
  2. Do the people shown resonate with your audience?
  3. Do you direct toward the needs of the potential user?
  4. Do you concentrate on a single, clearly defined message?
  5. Do you provide proof that can be objectively proven?
  6. Do you get directly to your message?
  7. Do you use subheadings to break up long copy?
  8. Do the subheadings when read together tell a story for a reader who only looks at them?
  9. D you use active instead of passive verbs?

10.  Do you use exotic words, which may be difficult to understand?

11.  Do you avoid utilizing hackneyed or clichéd phrases?

12.  Do you answer, in advance, potential questions the audience may have?

13.  Do you break up text with symbols like bullet points, asterisks etc?

14.  Do you use an attention-capturing graphic to grab attention?

15.  Do you use white space to show openness?

16.  Do you avoid “widows” or single words on lines to eliminate irregular spacing?

17.  Do you have a direct or implied call to action?

The Takeaway

We  need to audit our advertising programs to make sure common errors are not happening.

Those are my thoughts.  What do you think?  Please comment below.

  1. What questions would  you add to the list?
  2. How many “yes” responses did you have?
  3. What is the first item you will change as a result of completing the questionnaire?
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  1. Terez says:

    Here’s another question: Do you have a captivating headline?

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