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.

Jewelry ad begs for benefits

Expect to Be Impressed is the promise in this ad for Doris McLendon's Fine Jewelry in the Memphis Commercial Appeal. Her pretty face, that gorgeous red top and and fine gold jewelry combine for a powerful signal. It's all so Christmasy. The subtle benefits are tucked in to the crimson ornament, leaving the sell too soft and absent any tangible proof of savings. Give designers high marks for layout and branding but the results are sure to be disappointing in today's retail economy.

Layout works for Smart car

Shopping for a high mpg commuter car?

Then you'll probably stop and look at this ad from Smart Centre Calgary Hyatt now showing in the Calgary Herald. Designers offer three views (my favorite is the larger one that's "coming at ya."

The benefits are strong-- the perfect commuter-- plus $2000 back. Ad copy gives you more reasons to consider Smart over the other makes available.

Forget about waiting, the countdown for the final 14 begins.

Simply irresistible two-seater for those with an open mind.

Eye see

Your eyes are drawn to her extreme eyelashes in this small space ad for Infusion in the Northwest Herald (Crystal Lake, IL).

A simpler layout, less ad copy and more feminine font will make this one easier on the eyes and cause more women to "Say Eye Do."

Infusion sports a snappy slogan...where makeup, artistry and beauty meet. And the offer-- buy 2, get 2 free-- may be compelling, if not lost in the message.

ABSOLUT-LY

Okay, it's not a price point ad that's now showing in the Dallas Morning News for Absolut Los Angeles. That's fine because those who prefer this popular brand buy it for its smooth taste, not because of its price point.
Style points for the image that proudly puts the new mix on a pedestal. And benefit headline that promises Lights, Camera, Vodka in an Absolut World.
Proof? Absolut-ly. The unveiling of new limited edition vodka starring a blend of Acai, Acerola, Pomegranate and Blueberry. Yum.
And a chance to go online and vote for the next Absolut city.
Which one is your favorite?

Warm and comfy

Snuggle up by the fire with this ad from NW Natural Appliance Center in The Portland Oregonian.

You stop and look to see she's busy with her laptop, then you read about Comfort, Convenience, Efficiency AND $250 Free Gas.

To good to be true?

Details in the ad copy and break-out box back up the ad claim.

If you are in the market for a new gas fireplace it's an offer that expires soon so act now!

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.