Writing an Advertisement

6. Check Your Advertisement

Before you design the layout of the advertisement (see 7), check the content. Look at it through the eyes of target customers.

6.1 Will the headline (and any illustration) grab the reader's attention?

6.2 Is the body copy interesting?

• Does it tell readers something they want to know?
• Are the special benefits of your product given the emphasis they deserve?
• Is it saying something different from your competitors' advertisements?

6.3 What effect would the advertisement as a whole have on the reader?

• Would it achieve your objective?
• Would it make people aware of your product?
• Would it affect readers' attitudes towards your product?
• Would it encourage readers to act?