Ever have trouble with coming up with a good concept for your next ad? Often, just looking through the newspaper can help. Even professional artists and writers look to their peers for inspiration and new ideas.
And you don't have to limit your search to automotive advertising. In fact, ads from other industries can bring a fresh perspective to your promotional challenge.
The ad conversion on this page shows how you can use almost any well-executed ad as a framework to build an ad appropriate for your dealership promotions. The ad on the left is an actual ad from a furniture retailer. The one on the right has been developed using the same format. Both ads contain the use of proven-effective advertising techniques, such as:
· A clean, balanced layout to entice readers
· Product shots that dominate the page and tell readers at-a-glance what is being offered.
· Simple typography that makes for easy reading.
Advertising ideas can come from many sources. So the next time you see an ad that catches your eye, see if you can't use it to inspire your own advertising.
Chase McKeague is President of NATIONAL SYSTEM, INC., an advertising information company based in St. Louis, Missouri. NATIONAL SYSTEM is the creator of Ad Ideas, a monthly publication that reviews 50-60 dealer ads from the pages of over 300 daily newspapers. If you have specific questions or require more information on this subject, please check the appropriate box on the reader response form on page . For a complimentary issue of Ad Ideas - a $35 value-please call 800-231-8179 or check the appropriate box on the response form. cmckeague@dealeronline.com