Ad effectiveness techniques

Here are a few thoughts on how to increase the effectiveness of an ad.

- Include "call to action" language in the copy. Ask the reader to purchase, go to your Web site, phone, write, contact a sales rep, request information. Don't forget to include the above Internet and contact info.

- Offer free information, such as a brochure or catalog, including features and a picture.

- Make sure the ad title implies value.

- Identify your toll free number in the ad as your "Hot Line" in extra-large type.

- Include a small sketch of a telephone next to the phone number - and the phrase, "Call toll-free."