Being Clear in Your Message Whether you’re writing advertising for print, radio, television, direct mail, or any of the myriad forms of media, deliver your message in clear, easy-tounderstand terms. That way, consumers can see at a glance what
Keeping It Simple Here is the best rule you can use as you work toward creating memorable advertising for today’s marketplace: KISS. That simple acronym is something to keep uppermost in your mind as you go through the process
Striving for Continuity Whatever your unique message turns out to be-whether it’s a headline, a sentence, a slogan, a graphic, or another creative hook-use that message consistently in all forms of media. You need to apply the same message
Considering Your Budget Before you get carried away with all the great things you want to do in your ad campaign, you need to think about your budget. You can’t buy a 50-pound ad campaign with a 10-pound budget.
Letting Your Creative Hook Dictate Your Media Buy When your great new idea hits you right between the eyes, when the light bulb of creativity suddenly shines brightly, it’s time to begin incorporating this message into a full-blown ad