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.
