Advertisements are brief messages that should raise the attention of your target group. Advertising is successful if the target group remembers the information transferred in the message. The strong interest raised by the ad should persuade the target group to contact your institution or buy the advertised products and services where they are offered.

$image\checkred.gif$ Note 19 Advertisements or classifieds should contain:

ü	One major message (best in form of a question or strong statement) that engages attention and makes people want to read/hear more
ü	Concise and clear statements supporting the major message (best in form of bullets).
ü	Pictures, comics, graphs, etc. that illustrate the message and raises interest
ü	Maximum of 3 font and colour styles (else it distracts reading!).
ü	The Institution name and Web site (if available)
ü	The logo
ü	Address and contact details for response and further requests

Advertisements can be published in different media:

- Advertisements in journals and newspapers that are read by the target group(s)

- Advertisements in brochures or newsletters of conferences, fairs, events

- Advertisements on white boards and bulletin boards of chambers, universities, …

- Advertisements on Internet platforms, the Web site of the institution or of other organisations

Before publishing your advertisement, check with at least 3 different persons that adhere to your potential target group. Ask for example one of your members, students, clients, etc. what they think.

· Would they feel more eager to contact your institution or buy one of your products, etc. after having seen the advertisement?

· Can they repeat the main message after some minutes?

· What impression did the advertisement leave with them (boring, dynamic, aggressive, funny…)?