Headlines: The headline consists of only a few words in large font and primarily aims to attract the reader’s attention.
Copy/Small Print: The ad copy contains all the details: the cost, hours, benefits, etc. of what the advertiser is offering. The copy should both inform the readers and move them to action.
Illustration: Common advertising illustrations include photographs of the product and a graphic of the company logo. The goal of the illustration is to make the advertisement visually appealing and, perhaps, to increase the reader’s familiarity with the corporate brand.
Newspapers and Magazines: Advertisers like newspapers and magazines because they can tailor their ad to reach a certain audience (e.g. people who read the sports section or buy People) and because they allow for repeated exposure—every time you see that page, the ad is there.
Classified Ads and Yellow Pages: Classified advertisements and yellow pages have a very small audience, but in both cases, readers are already prepared to act, so persuasion becomes a simple task.
Flyers: Flyers are often self-produced. They are flexible—you can place them in envelopes, on doorknobs, on a counter, etc.—but the customer often simply discards them as junk.
Preferred Placement: For an extra cost, you can choose the exact spot of your advertisement. Otherwise, you’ll get run-of-publication placement and simply take whatever advertising spots remain.
Remnant Ads: Publishers will fill their final ad slots at the last minute at discounted rates. If you have an advertisement on standby, tell publishers that you’re interested in these remnant ads.