A scoop of ice cream in the height of summer is bound to get everyone's attention. And the headline-- Sweet Deals-- begs the reader to discover more.
Copy is well written and clever.
You might think this ad should get high marks for effectiveness.
Problem is that serious home buyers, and the number grows each day as the market rebounds, might miss this display ad because it forgets a basic rule: newspaper ads have but 2 seconds to get the reader's attention. And the readers that count are the ones that are warm or hot prospects.
Make the ad larger, add a photo of a happy couple stepping across the threshold of their new home at Alamo Creek and the marketers at Shapell Homes are likely to see higher traffic counts this weekend at their model homes.
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