Business-to-Business Advertising in the Current Environment, Ad Appearance
Ad Appearance – The use of color in advertising is just about a given today. Effective use of color is still an art form. A good graphic designer will use color to attract the readers’ attention to the most important part of the ad. Color photos usually work well to draw attention to your products or application of your products.
Effective use of shading and matched colors will make any ad more appealing to the reader. Again, a good graphic designer will use elements of design to make an ad easy to look at and easy to understand.
Headlines and how to contact you are also critical components of a print ad. I always suggest that the headline addresses a need or an interest of the reader. If your ad can tell them how your product will solve a problem or make their machinery more efficient or productive, this will cause the reader to look further.
Make sure that the person seeing your ad knows how to contact you. It is not out of style to put your address on the ad. It is essential to prominently include your web address in your ad. You want to make it as easy as possible for a prospective customer to contact you or go to your website for more information. If we in the media can cause your prospects to get to you, then we have done our job and the rest is up to you.