There are certain principles, which an advertisement should have. That is it must aim to arrest, inform, impress and urge the readers to act on the advertisement.
- Attention Value
People are busy. They find time rarely. Almost all the people, who are able to make a purchase, do not have enough time. Under such situations, the advertisement must be able to attract the attention of readers, at a glance. There must be some specialty in the advertisement.
To make it more attractive, we may adopt the following devices:
(a) Pictures and drawings should have a direct bearing on the product.
(b) The headline must be good with a proper border.
(c) It must have a pleasing colourful presentation.
(d) It should not be congested i.e., there must be enough inter-space.
(e) The slogans must be lively.
(f) The coupons must be part of the advertisement.
By filling the coupons the needy customer must be able to get full information and thereby it becomes repeated advertisement to the seller.
- Suggestive Value
The message advertised should have some suggestive and useful value to those who go through the advertisement. The words or pictures in the advertisement should have commanding power on the readers. Repetition has good effect. When one comes across the advertisement every time, he begins to consider the product.
- Conviction Value
To be more effective, the statements in the advertisement must be genuine and accurate. Misrepresentation or exaggerative words must be avoided. Simple and plain facts have more effect on the readers to convince them than colourful or flattering wordings.
- Sentimental Value
The sentimental feelings or the prejudiced attitude of the reader should not be affected by the advertiser; but rather, they must be respected. The likes and dislikes, habits and customs etc., of the readers may be highly considered. It must appear that the advertiser is doing it for the readers.
- Educative Value
When products are manufactured for the first time, it is the duty of the producer, through advertisements, to draw the attention of the people and to tell them the use, merits, ingredients, special features etc., of the products. All people are alike, but their behaviour is different.
When the advertisement is able to change their habits and mould the tendency to use the products, the market for the products increases. People must have a feeling to see the advertisement through bearing eyes. It gives new information, suggestion and knowledge to people and directs them to go for the product.
- Memorizing Value
Advertisement must create a good impression on the reader’s mind. Slogan, if it is good to read and charming to hear, has good memorizing value. Repeating the advertisement often, through attractive brand name and catchy wordy slogans, may have a memorizing value in the minds of the readers.
- Instinctive Value
The advertiser must have a well-thought out plan to make a copy to be advertised. The matter or message must be arranged in such a way that the reader is able to understand and act on the message. The presentation is brief with questions tempting or compelling the people to act on. We can come across, an inducement, an aroused feeling, a temptation, an inclination etc., in such advertisements.