Picture yourself playing Pinehurst

So you are flipping through the pages of The New Observer (Raleigh, NC) and you happen upon this handsome b&w ad. Almost all will pause to read the headline but avid golfers will dream of standing over a putt on Pinehurst No. 2.

Kudos for the designers for choosing to use the photo to fill the ad space. I also like the artful way the headline and ad copy tell the story without detracting from the scene.

The price isn't cheap-- $222 per person per night for room, breakfast and a round of golf. Response should be strong from those who know the value of the package is priceless.

Casino calls: spin to win

People who love the Casinos may find this ad impossible to resist. Found this print ad this morning in the San Jose Mercury News.

Non-gamblers might skip it but players, overly sensitized to the lure of winning, will stop and look. That's because the designers used a powerful image of two happy ladies presumably just hitting a jackpot. Consumers instantly imagine being there too.

The bold headline promises $500 winners every 20 minutes. And notice the teaser below for the chance to win $750,000.

I like this one. It makes you feel good.

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.

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.