Only way to fly to Dubai

Serious international travelers to Dubai are highly likely to be lured by this ad for Emirates Airlines in the San Jose Mercury News.

The wide angle view of this fellow relaxing in his first class suite captures your curiosity. The benefit-- Non-stop sanctuary-- prompts you to read the ad copy which is well written and instantly appeals to your wants for the finer things in life.

This ad speaks to the few who can afford and justify such luxury. Weigh that against the lifetime value of each new customer.

Jewelry ad begs for benefits

Expect to Be Impressed is the promise in this ad for Doris McLendon's Fine Jewelry in the Memphis Commercial Appeal. Her pretty face, that gorgeous red top and and fine gold jewelry combine for a powerful signal. It's all so Christmasy. The subtle benefits are tucked in to the crimson ornament, leaving the sell too soft and absent any tangible proof of savings. Give designers high marks for layout and branding but the results are sure to be disappointing in today's retail economy.

Layout works for Smart car

Shopping for a high mpg commuter car?

Then you'll probably stop and look at this ad from Smart Centre Calgary Hyatt now showing in the Calgary Herald. Designers offer three views (my favorite is the larger one that's "coming at ya."

The benefits are strong-- the perfect commuter-- plus $2000 back. Ad copy gives you more reasons to consider Smart over the other makes available.

Forget about waiting, the countdown for the final 14 begins.

Simply irresistible two-seater for those with an open mind.

Eye see

Your eyes are drawn to her extreme eyelashes in this small space ad for Infusion in the Northwest Herald (Crystal Lake, IL).

A simpler layout, less ad copy and more feminine font will make this one easier on the eyes and cause more women to "Say Eye Do."

Infusion sports a snappy slogan...where makeup, artistry and beauty meet. And the offer-- buy 2, get 2 free-- may be compelling, if not lost in the message.

ABSOLUT-LY

Okay, it's not a price point ad that's now showing in the Dallas Morning News for Absolut Los Angeles. That's fine because those who prefer this popular brand buy it for its smooth taste, not because of its price point.
Style points for the image that proudly puts the new mix on a pedestal. And benefit headline that promises Lights, Camera, Vodka in an Absolut World.
Proof? Absolut-ly. The unveiling of new limited edition vodka starring a blend of Acai, Acerola, Pomegranate and Blueberry. Yum.
And a chance to go online and vote for the next Absolut city.
Which one is your favorite?

Warm and comfy

Snuggle up by the fire with this ad from NW Natural Appliance Center in The Portland Oregonian.

You stop and look to see she's busy with her laptop, then you read about Comfort, Convenience, Efficiency AND $250 Free Gas.

To good to be true?

Details in the ad copy and break-out box back up the ad claim.

If you are in the market for a new gas fireplace it's an offer that expires soon so act now!

Sarah Palin hockey moms look-a-likes

Signal, benefit, proof. Three elements that make print and online ads more effective.

Signal: Sarah Palin's name in the headline and her full color likeness make you stop and look at this newspaper ad in the Oklahoma City Oklahoman.

Benefit: Sarah's big smile promises a fun time for Hockey Moms Night with the Blazers.

Proof: for $10 you're promised the fun of a hockey game and intermission entertainment of Sarah Palin look-a-likes, even if Sarah was busy stumping in Pennsylvania.

Are you feeling Goofy?

Shutters Restaurant at Disney's Vero Beach Resort is selling fun times and memories with this black and white ad posted on http://www.tcpalm.com/, website for The Stuart News. Big smiles are certain if Goofy or other Disney characters join you your table. Give this ad high marks for creativity, benefit statement and ad copy that is well written. Families looking for things to do are bound to respond to this one.

Ad sells Total Skin Review

Not your typical newspaper ad. Designers used this striking b&w photo with high contrast and deep shadows to promote Dr. Arlette's Total Skin Review in the Calgary Herald. The benefit is subtle-- better skin, look better, for the rest of your life. And the call to action is soft too. But results may be be impressive if women seeking more info go to the website and book an appointment. Tastefully done.

Pure Prada

Another winner from the San Francisco Chronicle. Powerful branding in this sophisticatedly stunning ad for Prada. Look closely and you'll see the address, phone and web address in the lower lefthand corner.

This ring is a jewel

Simple and straight forward, I like this ad for Jewel Smiths that ran in the San Francisco Chronicle. The photographer's macro lens captures the beauty of this creation from the custom jeweler.

Visit in person or online and imagine the possibilities... kind of catchy, don't you think?

Shark attack in Boulder

Like this one? Japango on Pearl Street in Boulder, Co. uses a creative approach to lure patrons to their sushi bar.

Readers of the Boulder Daily Camera probably aren't expecting to spot this shark leaping for the sushi but the unusual image makes you stop and look.

Attack the weekend...take a bite out of Happy Hour.

Simply irresistible.

Discover the Perfect CD

Make me look by featuring a photo of something I'm not expecting.

Flipping through the pages of the Commercial Appeal in Memphis, Tennessee, you may wonder who is that under the pit helmet crouched in a sea of grass peering at me through binoculars?

A lot of people these days are looking for higher interest rates for short term investments. No doubt this ad will get many of us to stop and look and then want to learn more about 4% rates.

Beam me up Scotty to Star Trek Expo

Star Trek fans (like me) will stop and read this powerful black and white ad promoting ticket sales for Star Trek Exhibition in the North County Times (Escondido, CA).

Running June 20, 2008- January 4, 2009 a the San Diego Air & Space Museum, the show features the world's largest collection of authentic Star Trek ships, sets, costumes and props from all five TV series and ten films over the last 40 years.

The ad offers $3.00 off the normal $24.00 adult admission for Labor Day Weekend.

Domino's "offer you can't refuse"

Found this one tonight on the website for the Denver Post.

It's late. I'm hungry. The pepperoni catches my eye. Pretty good deal. All I have to do is click on the banner and order my pizza online.

Amazing.

Ad says: Enjoy trip to the dentist

Her eyes and big smile tell you to stop and look at this print ad in Treasure Coast newspapers (Stuart, Florida). Then you learn it's about Dentistry that's Worry Free.
Jupiter Dental Spa hits the mark with parents who are ready to pickup the phone or go to the website to book an appointment today.
Nice layout, ad copy and call to action.

Design makes this ad work for Pampillonia

All eyes are on the creation atop this newspaper ad for Pampillonia Jewelers that ran in The Dallas Morning News.

Is it alien? No, the fine print explains it's an Octopus Pin.

The simple design of this black and white ad, ample white space and the solo product that they put front and center is one in a series of elegant ads from this advertiser. Others posted featured a gold cross, diamond earring charms and diamond rings.

The finer things in life from Pampillonia, Designers of Fine Jewelry for Six Generations.

Call this one a class act (and check out their website):

www.pampilloniajewelers.com

Surrender your body Per Se

Unusual images in print ads like this one make you stop and look. Per Se, an Aveda salon spa advertised in the Hartford Courant to reach women looking for luxurious spa treatments. Per Se promises to nurture your body from head to soul. This ad continues to sell with well written copy that captures the heart (surrender your body to luxurious treatments) and finishes with an invite to book an appointment.

Ads like this one reach new customers and remind regular clientele that it's time to return.
Agree?

New Home builder shows off the kitchen

Wow, nice job showcasing the kitchen in this print ad for Beattie Homes that I discovered in the Calgary Herald.

Notice how the lack of border makes the ad look bigger. The layout is clean, the color is nice. But it's the photo of the magnificent kitchen the does the selling as it showcases the lighting, cabinets, granite counter tops, stainless steel appliances and elegant wood floors.

The buyer gets a glimpse of the exterior with the smaller snapshot of the rendering.

All of the contact info is there including the website and the map.

Take a lesson from this one.

News ad effective for complex message

News ads-- ads that look like news stories-- are effective when you need to tell a complex message.

This one from the Press-Enterprise in Riverside, Ca. features a news ad on the top and conventional display ad on the bottom. The headline and the graphic of the scale work well to get the readers attention-- at least those concerned with weight loss. It works like a news story in explaining the facts and benefits of procedures available from the Center for Medical Weight Loss.

Then the display delivers a powerful call to action, first with the clever headline, then with the "after" photo that shows her tiny tummy inside those "old size" blue jeans.

Give this combo high marks for signal-benefit-proof.

Banner beckons Cherrydale by the Sea

Photo of the rider fills the frame in this 300x250 I found on www.delmarvanow.com, the website for the newspaper in Salisbury, MD. Instantly this one grabs the attention of equestrians seeking escape to 20 acre homesites on Virginia's Eastern Shore. I like the ad for its graphic hook and tight copy but how many are called to click for more information?

Ad promotes team formerly known as Sonics

As a Sonics fan I hate this ad. But if I woke today in Oklahoma City to read the daily newspaper I'd stop, look and smile.

The photo of Seattle Coach P.J. Carlesimo and Kevin Durant plus the bold block letters that spell: "The NBA is coming to town" get the attention of pro basketball fans and cause them to read the rest of the ad.

The call to action is clear and effective. Look in Sunday's Oklahoman to learn what you need to know about the team formerly known as the Sonics.

I'm sure thousands of Oklahomans will do just that.

Bikini Boot Camp ad lacks strong benefits

In 2 seconds how many women looking for weight loss or summer fitness program would pause as they read the Calgary Herald to read this ad for Bikini Boot Camp?

Not very many. Some will see the big type or the shapely torso in the upper right corner (which initially I saw as a pair of lavendar sea horses :) but probably most will miss the message.

Visit http://www.bikinibootcamp.ca/ and you'll find photos, testimonials and details of the program. Meet the many trainers and discover the firm's competitive advantages. This print ad will drive more traffic to the website with a picture and benefit headline and a few lines of copy that convince her to go online to register.

Banner clickers beware

Would you take a minute to vote for which fries are better--McDonalds or Burger King--- especially for a chance to win $50,000? Found this innocent looking leaderboard for www.predicto.com on the website for the Courier Post in Cherry Hill, NJ. For its layout and simple message it's a highly effective banner ad. Click on it (and I expect many will) and you are prompted to enter your cell phone number to vote by text message. The fine print reveals it will cost you $9.99 per month to participate in the surveys and chance to win prizes. Many people I know won't enter a sweepstakes at the mall or click on banners ads for fear of telemarketing calls or unwanted emails. On the other hand voting by text message is so common many people do it without much thought.

What do you think of offers like this one?

Banner makes you pause for little miracles

Notice how the baby business is booming again? This 300x250 from New Orleans (www.nola.com) catches your eye with its focus on a cute little newborn. I like the way the photo fills the frame and the benefit-- Specializing in Little Miracles-- is tucked below. If the goal is name awareness then Tulane-Lakeside Hospital executes well with this creative. No obvious call to action but if one is curious for more information a click takes you the hospital's home page. Better if it linked directly to content for the birthing center.

Banner speaks to passive job seekers

Not everyone loves their job. This ad speaks to nurses and other medical professionals who are willing to jump ship for a better work environment. Found this leaderboard for Baptist Health Care on the website for the Pensacola (Fla) News Journal on the Jobs page. I'm sure the employer has their openings posted on the PNJ's jobboard but this message is meant to reach passive job seekers who are interesting in a better opportunity but don't have lots of time to search the listings. Many recruiters are eager to reach top talent working for the competition for their resumes are often prized more than those from ordinary job seekers.

This banner gets high marks for its strong signal and clean look but might yield more response with a simple call to action.

Tell and sell what's special about your store

Found this clean and colorful ad on statesmanjournal.com (Salem, Or.). The leaderboard has a local look with the cornucopia on the left and the bare bottomed guy running on the right. Designers of this ad urge you to "Be Natural" and shop Life Source Natural Foods. They sell Organic produce, groceries, bulk food, etc. plus the vegetarian deli. The banner ad rotates through a show of snapshots of the inside of the store. Apparently it's a big place. The ad asks you to "click here" and perhaps you'd be inclined if given a reason (Instant savings, Online specials, Order a sandwich). To win new customers many ads fail to tell and sell why you should shop this store rather than another.

Good copy in ad for attorney

Accident victims or loved ones reading the Dallas Morning News are likely to stop and read this print ad for the Rasansky Law Firm.

Why? Just good ad copy with: Injured? Hurt? Collect.

Then you check her face, cropped into the corner of the ad. Her serious expression gives you confidence that the attorneys for this firm can get the settlement you deserve. Unsure how it works? No problem with the Free Initial Consultation. Go ahead, call the 800 number.

Hard to find a legal ad that compares.

Doctor creates Beauty on the Beach

Tight cropping makes it impossible to not stop and look at this sculpted body on the beach. Dunes Cosmetic Surgery placed this print ad in the Myrtle Beach Sun News, no doubt targeting women wishing for a body like this one.
Light on text, the message is simple: Are you ready?
The photo does the selling, offering proof that for some women a body like this one is priceless.
Google Dr. Ralph Cozart for before and after photos and testimonials from satisfied patients.
Tastefully done.

DANICA: betcha don't race in a bikini

The target audience here has to be male Indy Car race fans, but come on did they really need to put Danica Patrick in a bikini to promote her upcoming race at the Texas Motor Speedway? This horizontal display ad in the Oklahoma City Oklahoman touts Reason #7: DANICA to Throttle Up for the Learjet 550. Plenty of swimsuit poses on Danica's website and myspace page. Would this ad have been equally effective with a photo of her in one of her tight fitting race uniforms?

How about a Hummer?

Want to get a closer look at the 2008 H2? Happen upon this 300x250 on the website of the Austin American Statesman and you are a click away.

Four stars for signaling the reader to stop and look. Effective if you are one of the few already determined to buy a Hummer but needs a stronger benefit and call to action to cause shoppers to buy a Hummer rather than something else.

At $4.00 per gallon, how much does it cost to top the tank in an H2?

Click for tee times at Ocean Edge

Ocean Edge invites golf lovers to stay and play the new Nicklaus course with this 300x250 box ad on the Boston Globe's website.

Strong marks for making the reader stop and look, presenting reasons to engage in the message and call to action.

Hard to resist a chance to be among the first to play this new private course.

Do you feel lucky?

454,000 reasons why you should visit the Horseshoe Casino.

I was awestruck by the golden horseshoe that dominates this print ad in the Memphis Commercial Appeal. Then the headline piqued my interest. Gamblers play to win and they take comfort in knowing when someone wins big. The message here: it happens all the time. You could be next.

But we all know you have to play to win.

Ordinarily I'm not a fan of white type on a black background. The type is hard to read and the photo of the happy jackpot winner is too small and barely discernible. Click on this ad to see what I mean. That said, the gold on black combo is strikingly bold.

Casinos across the country advertise. Many of those ads feature people having fun at the tables or playing the slots. Few present the lure with as much class as this one.

New way to see Nevada

Think of Nevada and I think of Las Vegas and Reno with big hotels, casinos, shows, bright lights, lots of noise, all sorts of fun.

But there's more to Nevada than you think.

That's the message in this 160x600 Skyscraper appearing on the website for the Salt Lake City Tribune. The day hiker shown here has a top of the world view. The ad promises that could be you. Click Now to download your Nevada Visitors Guide. Nice layout. Simple message. Good call to action.

Careful, she'll make you Blush

It takes a lot to convince someone to switch hairstylists or try a new make-up bar. More than price, maybe more than promises. This display ad I found in the North County Times (Ca.) uses a stunning photo to demonstrate what to expect from Blush Beaute Bar & Salon in Temecula. I like the bold strokes that frame her face and the lavendar hues that shadow her eyes and coat her lips. This small space ad works hard to capture your attention and convince you to give them a try. You can call or stop by (walk-ins welcome) but no web address was included. Searched but couldn't find one on the net. Expect that to change soon.

Ordinarily I don't like ads that lead with company name, better to lead with a strong benefit headline. But in this case Blush says it all.

Her jeans from Luna Chics fit like a glove

Casual. Fun. Friendly. That's how Luna Chics, a women's clothing boutique in Portsmouth, NH. welcomes you when they land on their website. I found myself there after clicking on this leaderboard that I spotted on several pages of www.seacoastonline.com, the website for Portsmouth, N.H.
Luna Chics promises to find your best fitting jeans. This 728x90 banner sports a shapely example, cropped to her waist and thighs, to maximize the tight dimensions that horizontal banners offer. The copy block lists example of the items in the store but is short on the benefits described when you visit http://www.lunachicksnh.com/.
Check it out, see if you agree that the site is well done. As for this online ad I think it will generate better results if designed with a simple transition. Get her attention with the shot of the perfect fit jeans with a tempting headline: 20 brands of designer jeans...best fit guaranteed. Close with the store's logo and contact info so it's easy to call or shop.

Hair style makes her look like a goddess

This pretty face and glamorous hair style combine for a pleasant surprise for readers of the Boulder Daily Camera. Designers of this display ad for West End Salon let the photo do the talking, reminding current clientele that it's time for a new do. It grabs attention of new customers because its look is different. Though it lacks a big benefit headline this print ad speaks volumes relying solely on her soft and subtle image. Tempted? Then the free conditioning treatment with purchase or 10% off is a bonus.

REI print ad puts you on top of the mountain

Top of the Rockies is where they'll take you when you stop to study this print ad for REI, now showing in the Boulder Daily Camera.

The photo fills the frame and the headline subtly states:

REI's Anniversary Sale.

It's the biggest sale of the year.

Faithful fans of this popular outfitter will gladly pay full price year round for REI's quality gear. But like Nordies shoppers they're likely to line up for "the sale you've been waiting for."

Not that 20% off is enough to get most of us excited, more that the prospect of kicking cabin fever for fun times in the mountains. Count me in.

Think this guy can sell your house?

Everyone has heard that nobody in the world sells more real estate than ReMax, right? That's because the company screams that message on radio, TV and in newspapers.

Here's a skyscraper with the same message that I found on the Memphis Commercial-Appeal website. Already I like this guy. He's smiling and that's got to be tough these days for many real estate professionals because people just aren't buying as many homes. But the guy in the ReMax ad is happy and he's proudly holding a SOLD sign in his hand. The message here is RESULTS and that's what we all want when we hire an agent to sell our house. We pay a hefty commission and we expect our property to sell in a reasonable period of time.

I like this ad, mainly for the photo and the "can-do" message. The colors are bright and bold. Lacking a border this 160x600 banner blends with other content on the page, engaging more readers.

But most of all I give ReMax points for pro-actively marketing the company and its agents. I'm sure they promote their listings too. After all, that's what home sellers want and need from their Realtor. Now more than ever.

This ReMax guy seems to say: "Don't worry, be happy."

Bahama banner like a postcard to friends

Can you see yourself enjoying Bahama's Out Islands?

Banner designers for the tourism board are targeting young, active couples on New York's Long Island with this 300x250 box ad that I discovered on the web pages of Newsday.

I would deduct a couple points for the logo in the lower left corner for the way it creeps into the ad and covers up her swimsuit. The headline (The Real Us. The Real Bahamas) is hard to read with the font that fades into the skyline. Putting that aside, the couple looks happy and seem to beg you to click on the banner for more info including where to stay, what to do, rate packages and links to reservations. The promise is that you'll have a splashing good time.

Student nurse wants you to look and learn

Look at what I found on the news pages of The Tampa Tribune online-- a student nurse staring back at me in this 300x250 content ad from University of Phoenix. Designers created this look to get attention of prospective students with the promise of graduate degree in just 14 months. Click to learn more. This static ad fits nicely on the page and gets a lot of action because it closely resembles the news content on the page. Though a little heavy on text the layout does a good job of getting your attention and offering a strong benefit. The proof is in the details that you will find on the U of P website. Classes are available on campus or online.

Dark Side of Moon ad suitable for framing

Pink Floyd fans in the Denver area gotta love this black & white gem I spotted in the Denver Post promoting Roger Waters live in concert at The Pepsi Center on April 30.

The founder and creative force of Pink Floyd, stands there boldly playing a riff from somewhere with the silver moon as his back drop. Live Nation wants you to call or go the web for tickets. I just checked, some choice floor level seats are still available. I like the ad for its attention getting graphics and its message which speaks so deliberately to baby boomer newspaper readers. Bravo.

Display ad for Geox shoes drove me to website

Typically my eyes will skip past an ad for women's shoes. Not this time. It wasn't the shape or style of the platformed, open toed sandals in this ad on the pages of the Calgary Herald.
What piqued my interest was the air or steam or whatever spraying from sole. I searched the ad from top to bottom for some sort of explanation. Finding none I went to the website-- geox.com--- and quickly learned the patented difference about Geox, the shoes that breathe. Shoes for every foot, work or play, man, woman or child. The best part was discovering on the website funny TV commercials including one labeled "smelly airport." Check it out.

Look in her eyes tells the story in Audi ad

What do you think of this one?

The Collection, a dealership in Coral Gables, Fl., puts you behind the wheel so you can picture yourself driving home in a new Audi. This print ad in the Miami Herald claims driving an Audi is an experience in exhilaration and the image proves it with her wide-eyed expression staring at you in the mirror. Through the windshield you see a collection of new Audi models with attractive lease payments. How about no money down and no first payment? Irresistable, don't you think?

Fun day & night for young couples in this banner ad

Great execution with this banner for Hot Springs, Arkansas. Designers hit the target audience with these action shots of a young couple riding a jet ski in the day and another soaking in the hot tub at night.

If you are one of the thousands to spot this skyscraper on the website for the Dallas Morning News-- and you were looking for a getaway-- there's a good chance you will click for more information. Smartly, they've listed the toll free number too, in case you prefer to call. America's First Resort sells fun.

Ford dealer sells the sizzle with Spring Fever print ad

What do they say, sell the sizzle not the steak? Diamond Ford does that with this Spring Fever sale in this week's New York Daily News. Graphically they hook you right away with the bright colors, fun fonts and photos. Then they tell you why you should buy from them (rather than the other guys) with low, low lease payments. Putting the monthly payment in big red digits makes them pop off the page. Don't believe every ad claim that you read? This one includes the proof in the ad copy.

Banner ad for Saks doesn't tell the story

Upscale is one word often used to describe Saks Fifth Avenue. Sorry, but some of that is lost in this skyscraper placed this week on several channels of the website for The Miami Herald.
The background image-- cobblestone pavers-- distracts from the shots of the two young women modeling the latest fashions. What do you think? Does it grab you?
Granted, many will stop and look at their faces, but how many will be compelled to click for more information? The benefit headline urges women to Stop By, Tell All, Win Big. Maybe that's enough but I was expecting more.
Okay, so I clicked on the ad and immediately found out a whole lot more. Saks' promotion is cool-- a chance to tell your story about What Style Means and win $2,000. And for inspiration shop the new collection at Saks.com.

Banner ad secret: keep layout clean, message simple

Orlando is full of fun things to do. Theme Parks, theme entertainment and theme dining. Spotted this 300x250 banner for Pirate's Dinner Adventure on the website for the Orlando Sentinel.
Fails the first test--signal the reader to stop and look-- by including too much info. Like a billboard on the highway the message here needs to be clean and simple. Break up the copy into 2-3 slides that can be delivered in transition. The benefit statement is good-- they promise fun and laughter along with your meal. But the headline is too small and the font hard to read. Contact info is complete: you can call, drive by or click on the ad and link to the website. More people will respond with a cleaner layout and simpler message.

Leaderboard clicks climb with strong cruise offer

Planning a vacation for my family this summer. Hawaii, Mexico, some place hot and sunny with lots to do. Have you checked out the prices for airfare lately? Geez, must be the cost of oil. Anyway, airfare for four and seven nights in a place near the beach has my budget in a tailspin.

So then I'm hit between the eyes by this leaderboard from vacationstogo.com on the website for the Santa Rosa Democrat. First I spot the cruise ship, next the bold promise to save 75% on last-minute cruises. I'm thinking I have to click this 728x98 banner and see what it's all about. Sure enough, they've gone overboard with steep discounts on cruises to Alaska, Mexico, Caribbean and Mediterranean Sea. Expect a lot of clicks and conversions for this campaign.

Light up the house

Home sellers take note: proper lighting and camera angle can make or break the photo for your print or online advertising. Found this beauty on Top Homes feature on The News Tribune (Tacoma, Wa.) website in a listing by Coldwell Banker Bain. The home shows fantastically from the back yard. Shot from the corner, the photo accentuates the dimensions. Taken late in the day with all the lights shining bright, the image gives the home character and personality. Every home is unique and this photo proves this one is something special.