The Components of a Good ad

kendall jenner pepsi adEver wondered what are the components of a good ad? This blog discusses how to think like a professional advertiser so you never have a Kendall Jenner mistake.

Have you ever cut on the tv or the radio and seen some of the crazy advertisements that make your jaw drop to the floor? From the iconic Kendall Jenner Pepsi ad to the misinterpreted Dove ad, it somehow makes you wonder: WHAT WERE THESE COMPANIES THINKING? This blog will go over step-by-step how to think like a professional advertiser and the key components of a good ad.

Step 1: Connect with your audience

Carpet RX ad

Sample of a bad ad

It helps to create a marketing persona to figure out who your audience is. How old are they? What do they like to do in their free-time? What do they do for a living? By figuring out your audience, it makes it much easier to connect with them and their needs. After you figure out a way to connect with your audience, it makes it much easier for them to want to connect with your brand or product. Here is a great tool for building a marketing persona for your ad:

nike just do it ad

Sample of a good ad

Step 2: Make sure your message is clear, concise and memorable

Once you’ve found your audience, what do you want to tell them? If you plan on doing print  advertising, use bright colors and graphics to grab your audience’s attention. Make sure for outdoor ads, you use no more than 3-5 words and compelling graphics. Examples of outdoor ads are billboards and outdoor posters. Even with little words, you should still be able to relay your message.

If you’re marketing to an older audience, make sure your text is big and easy to read. With TV advertising, keep in mind you have a short amount of time to connect with your audience. Be memorable, clever and fun to make sure that they remember you.

Step 3: A great headline and flawless copy

Headlines are the first thing people see in most advertisements and especially emails. Use a headline that grabs your audience’s attention. You also don’t want it to be too long or too short, and capture your reader so that they want to learn more. You also want to have PERFECT AND FLAWLESS copy, which means no typos or grammatical errors. It always helps to ask opinions — sometimes we become word blind from staring at an ad for too long. It’s always great to have a fresh pair of eyes.

Step 4: Call to action

Call to action ad

Call to action sample

Without a strong call to action, your ad might not get the results you were hoping for. According to, a call to action is described as something in the ad that gives them an incentive to call or contact you now, or take an action. The action can be buy now, call me today, join today, etc. If your audience doesn’t know what to do then they probably won’t do anything. Always have a call to action.

Step 5: Get other opinions

Lastly, it never hurts to get an opinion or even run a test of your ad. Others may see what you cannot see. If the Pepsi reps for the Kendall Jenner asked a few people, “hey, what do you think of this ad?” then they probably would have saved themselves from a PR nightmare. Ask your friends, family, peers, other races, and your audience and get people who will give you truly honest feed back.

Hopefully this post helped give you a better perspective into the advertising world. It takes lots of creativity and an “out of the box” mindset, but with strategic planning, visuals and honest feedback, you can’t go wrong.


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