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.
