The top 20 advertising vital signs. (20 factors that aid ad performance) (Column) From: Graphic Arts Monthly | Date: December 1, 1992 | COPYRIGHT 1992 Reed Business Information. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Twenty factors that govern effective print advertising are presented. Good print ads address a specific audience, state a clear goal, contain a striking visual and good copy. Other considerations include style, layout, typography, logo and quality of information.

Let's say that you're running an ad on which you have spent five hours of executive time, $500 in creative prep, and $100 or more every time it appears in a magazine or paper. That's almost the minimum I can imagine for ...