7 Elements of Print Advertising

A good print advertisement can present your product to new eyes. Successful print ads convey information about your products and store. They include a clear and specific offer, along with information about how readers can act on that offer. Not all print ads are created equal, however. In order to maximize your investment, include all of these elements in your advertisement.

The Offer

A good print advertisement offers readers an immediate benefit or reason to learn more about your product. This can be anything from a hot new product to a sale or limited-time discount. Your offer is the hook that draws the reader in and it should be the focus on your ad.

The Headline

The ad title offers a short, snappy preview of what the reader will find in the copy. Your headline explains to the reader the key benefit or offer you are providing. In general, headlines are the largest part of the advertisement. A good headline keeps a potential customer reading; a weak headline and the customer turns the page.


A print ad includes one or two striking pictures that illustrate your offer. If you are offering a free product, your ad should include an attractive photo of the product. If you are highlighting a hot new product or sale, your image should be of that hot new product. If possible, run your images in color to draw in readers.

The Body

The body of your ad includes details about your offer, details about your store or product and any other information you want to highlight. Keep your body text short and easy-to read. Use bullet points or subheadings to break up the text. Readers want to get the information they need as quickly as possible.

Call to Action

Include a sense of urgency in your ad. Don't just tell readers about your product, urge them to take action in order to benefit from your offer. Set a time limit and clear, concise instructions for what readers should do. Call to action statements include: "Call Today to Reserve Your Copy," "Only 100 Copies in Store, Come in to Reserve Yours" and "Only the First 50 Customers Receive a Free T-Shirt, Come in Today."

Contact Information and Store Logo

Your ad should include the address and phone number for your store, along with any other information a reader needs to follow through on your call to action. Also include a logo for your product to build up brand recognition.

Smart Ad Placement

Once you've designed a successful advertisement, place it in publications that reach your target market. Before you place your ad, ask the publication for statistics on their demographics. Choose a publication that reaches potential clients who are the right age, demographic and income bracket.