'Classic' Advertising
Fundamental advertising essentials and tips

THE ADVERTISING CAMPAIGN
Advertising comes in many colors and flavors, and the information below elaborates on "classic advertising"—that is, vintage ideas that have worked for decades to help small businesses develop solid advertising campaigns.

You are ready for action when you have knowledge of your industry, the market, and the target audience. Prepare a media plan and schedule, know the most important benefits of your business, and have measurable goals in terms of sales volume, revenue generated, or other criteria.

Establish a Theme
The first step is to establish the theme that identifies your product or service in all of your advertising. The theme of your advertising reflects your special identity or personality, and the particular benefits of your product or service.

Create a Tag Line
Tag lines reinforce the single most important reason for buying your product or service. For example, "Like a rock" tells how strong and reliable Chevy trucks are.

Pitfalls to Avoid
Perhaps the greatest obstacle to good advertising is excess. Ads can end up so crammed with ideas and features that they appear dense and uninviting. If over-designed, they can be more artistic than motivational, obscuring the sales message. If overwritten, they can become over-subtle or over-cute. Certainly, some of the best ads ever created are clever and visually arresting; but good ads must also sell.

Don't over-promise. Use "largest," "best" and other superlatives only if you can back them up. Avoid any claim that could be construed as deceptive.

Keep It Lively. Make sure the overall tone of your ad is upbeat and appealing.
Emphasize the solutions you provide, not the problems you address. Get outside opinions on your new advertising concepts to be certain they carry the personality and message you intend.

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