messaging used. Good advertising uses only attractive, high quality photos. Just because you sell barcode scanners does not mean a photo of a barcode scanner, you took yourself, should be in your advertisements. Your audience doesn’t need to see a beauty shot of a scanner to be enticed. Keep it quality and keep it target audience appropriate.

4. Poor Messaging

The sure death of any advertisement is poor messaging. This would include vague, typical or too many messages as well as over messaging. Good advertising focuses on a clear, concise message per ad. Of course you may have many things to offer but that is what an ad campaign is for. One advertisement, one message. Over generalizing causes the audience to ignore. You’re going for appeal. People, unless waiting in a doctor’s office, don’t read much copy. Long winded paragraphs are pointless and steal space from your overall message. Focus on a good layout, a smart tagline and if you don’t have a good one, bullet point features over a poor or typical tag line work best.

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