Successful advertisements share some common elements, which you should keep in mind when developing your advertising campaign. They are simple, clear, honest, informative, customer-oriented and attempt to answer:
Who -- What -- Where -- When -- Why -- How
The heart of an ad is its message or the primary benefit you want your target audience to understand about your product or service. Your message can address one or more of the following:
Why prospects should buy your product and not your competitors'.
Why customers should buy your product again.
Why anyone should buy your product at all.
Messages may be implied and subtle (mouthwash that gives you fresh breath will help you attract a mate and be successful at your job) or quite literal (purchases during a sale will cost less than at other times).
Advertising messages are different from slogans. A slogan is a catchy phrase such as Nike's "Just Do It," or Coca-Cola's "It's the Real Thing." You don't have to have a slogan to have a successful ad. But you do have to have a message.
A message is what's behind the slogan. You could surmise from Nike's slogan that their message might be: Physical activity is part of a satisfying life - Nike products will help you exercise and achieve a satisfying life.
