The Rules of Online Advertising – by Ted Dhanik

Advertising is one of the most important elements in running a successful business.  While traditional advertising such as print and television ads are still widely used, online advertising has begun to dominate the market.  Many businesses think that online ads have to be incredibly different than traditional ads in their form and message.  While online ads are considerably different than traditional ads, there are some basic rules that apply to both.

Here are some tips for both online and offline ads:

1.  Make it catchy and memorable: Ads should be kept short and sweet.  Most ads should stick to no more than seven words.  One tip is to say the phrase out loud and see if it sounds succinct and clear.  If it doesn’t, it’s time for a do-over.  The goal is to grab the consumer’s attention and hopefully get them to respond to the CTA (call to action).  Some ways to do this include incorporating humor or a visually appealing image.

2.  Know your audience: Ads can be incredibly interesting and clever, however, it’s pointless if it doesn’t appeal to a target audience.  It’s important to pinpoint the demographic group.  Factors to consider include gender, age, income level, interests, and lifestyle.  The tone and appearance of the ad should center on the target audience for the best results.

3.  Include a call to action: A call to action (CTA) should inspire viewers to do something.  It’s important to narrow down what the intended CTA behind the ad is.

4.  Less is more: The research shows that consumers respond best to simple and concise messages.  Jingles are successful because they stick with consumers and they’re typically not very long or complicated.  The less a reader has to read, the more successful the ad generally is.

Author bio: Guest post is provided by the president and co-founder of engage:BDR, Ted Dhanik.  Dhanik has worked for big names such as, Xoriant Corporation,, and even Myspace.  Ted Dhanik has over fifteen years of experience in marketing, business sales, and business development.  Ted Dhanik leads the way in advertising solutions.