The 3 Second Rule - With a printed advert, you have around 3 seconds to make an impact. This means you need to have something in our poster that stands out and sparks intrigue. This can take the form of an interesting image , or clever use of a question such as “What are you doing this summer?” which actively engages the reader. Alternatively perhaps you will include a photograph with students which could lead readers to take a closer look and search for people they know.
Connect with your Audience - You may want people to connect with Israel, but before they know anything about Israel, why should that sound interesting to them? The more you reach out to where they are at, the far higher chance you have of them wanting to find out where you're at!
Make it Memorable - Frequent use of short catch phrases such as “Free trip to Israel,” and “10 Days in the Sun” are good ways of making your advert memorable. These can make for great headlines on your ad– so make them strong and make them stand out using bigger bolder fonts than the rest of the text.
Provide Key Information Quickly - If it's an event you are promoting, keep the time, date and venue easily visible and if you want people to remember a website address, place that in a bold location too. Don't jam pack the advert with too much information. If you have a website, add more there.
Include a Call for Action - If you don't include a call to action such as “Register today at WWW...” or “Come and bring your friends!” You are missing an opportunity. A call for action gives every reader a decision they have to make. Will they register or not? Will they come to the event or not? A call to action helps this question leave the advert and enter their mind.
Don't be Scared of White Space - Some adverts are not pleasant to look at and too busy to make any kind of meaningful impression. If your reader only has a few seconds, keeping your advert clear, easy to read and visually pleasing to the eye will be a great advantage.
Graphics - If you have someone on your team who has some graphics know-how, it's good to delegate the design work to them to make the most professional looking advert. You may need to pay for this service, but seeing as you are on a campus, perhaps there are some digital media students who might be able to help for a bargain price!
If there are student newspapers, magazines and newsletters which are well read by students on your campus, it is a great idea to place an advert to promote your upcoming Birthright Trip or major educational events you have planned.
And now to the big question... What makes a Good Ad?
You don't have to be an advertising guru or to pay thousands of dollars for an effective advert but there are some key rules to follow and you will soon start to taste success.