Advertising ► Best Practice
Here are a few examples of best practice created by your colleagues around the Group using our branding guidelines.
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What makes a good Ultra advertisement?
- A strong headline
to capture your audiences' attention. Consider a headline that promises an important benefit. - An eye-catching image
the advertisement should have a graphic that is related to what is being offered. Research shows that advertisements with a large photograph or illustration get higher readership than advertisements that do not. More people will be initially attracted by your visual than by your copy. - A paragraph or two of tight, well-written copy
that is interesting, engaging and actively selling the offering. Sentences should be short and to the point, providing enough information to interest the reader but not to overload them. Provide the reader with useful information and ample proof points for your promise. - The Ultra logo and relevant contact information
direct your audience to more detailed information by emphasising your businesses web site or product micro-site address. - White space
the advertisement should have some white space and not appear cramped. A sea of text won't get read. In fact, white space can be more useful than all the words in the world because it can lead your reader to the important information quicker and more effectively.
Keep it simple and keep it clear
In any advertisement, the timeframe you have to make an impression on your audience is limited to seconds. For print advertisements, this may be as little as five seconds. This limited time and space may encourage the notion that the advertisement must be full to the brim with information. This is misleading, and leads to a cluttered advertisement that becomes lost among similar amateur efforts. It is far more effective to develop a concise, succinct advertisement that appeals well to your audience.
Writing advertising copy
Copy should be written in the third person. Businesses are singular entities – 'Ultra is…', not 'Ultra are…'.
Use capital letters only when necessary – at the start of a title or heading, for proper names and acronyms.
Acronyms should be explained in full before being used in their short form.
Do not abbreviate, for example use 'It is' not 'It's'.
The first reference to your business should be 'Ultra Electronics, Business Name', with a comma between 'Ultra Electronics' and your 'Business Name'. Do not abbreviate 'Ultra Electronics' to 'UE' and do not abbreviate your business name. All subsequent references should be either 'Ultra' or just your business name.