Print advertising done right

Because of the massive increase in advertising noise and clutter, it’s getting increasingly difficult for advertisers to capture the attention of consumers with traditional print ads.

You’d expect therefore that Malaysian advertising agencies would increasingly push the creative envelope, to develop material that makes consumers stop, read, mark, learn and inwardly digest.

Sadly, and for whatever reason, the work produced by Malaysian advertising agencies rarely pushes the creative envelope. Furthermore, much of the local agency output focuses way too much on the product and not on the benefits.

Other ads contain far too much copy and weak headings or taglines. Worse still are those ads that make outrageous claims that are ridiculed in coffee shops up and down the country.

The golden rule of any advertising should be, “Sell the sizzle, not the sausage.” In other words don’t focus on the product and how great it is, focus on what it can do for the reader.

Have a strong call to action and include a prominent URL and telephone number. And make sure that there is an answering service. We recently spotted an ad for a German automotive manufacturer and called the number. The phone wasn’t answered and there was no way to leave a message to arrange for a sales person to call back.

A picture really does paint a thousand words so make sure you have an clear, simple image that grabs attention.

Here are some great examples of print advertising from around the world that deliver effective messages.

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