Doctor, is that you?

Okay, many recruitment advertisers have take their postings to the web but there are still some great examples of powerful newspaper help wanted ads.
Take this one, for example, from the Denver Post.
Graphically this message calls to the doctor who may be the next Director of Surgery at Platte Valley Medical Center in Brighton, Co.
The photo does the selling. Her eyes speak to the hard-to-find candidate who is compelled to stop and ask: is this position the perfect fit for me.
Effective ads like this serve as interruption advertising, stopping the passive job seeker for a moment when they least expect it.

Entire store is on sale

Shopping for women's apparel and reading this weekend's pages of the Vero Beach newspaper? This display ad for Frances Brewster (tcpalm.com) is bound to get your attention.
First, the signal is clear. Your eyes are drawn to the photo of the young woman, smartly dressed.
Next, the benefit headline shouts the entire store is on sale with savings 30-70% off.
Repeat customers will probably respond. Others may turn the page, skeptical that the offer is too good to be true.
My advice: add an example of an item on sale with its regular price, sale price and savings. Ads like this deliver better results with all three elements-- signal, benefit, proof.