Before a person can read what an advertisement says, they are immediately caught by the visual elements of it. They see the graphics, the photos and the overall layout. Just like ad copy, the goal of ad design is to get the audience to take some sort of action. Not only the visuals you use, but also how you place them on the ad can help you achieve that goal.

The following are layouts to follow to effectively design your ad:

1. Ogilvy Layout (Five Step Process by David Ogilvy)

• Visual – Place your photos and/or graphics at the top of the page
• Caption – If you are using a photo, place a short caption underneath.
• Headline – The headline of your ad goes next.
• Copy – Follow your headline with effective ad copy
• Signature – Place your company’s name and contact information at the bottom right of your ad. This is the last place the reader’s eye will go.

2. Z Layout

• Place all the contents of you ad in the form of a “Z”. Put the most important elements on the top of the “Z”. The eye will naturally follow the pattern. Place your “call to action” or your signature at the very end of the “Z”.

3. Single Visual Layout

• The principle of this layout is “less is more”. This is a simplistic, yet powerful ad. There is only one visual element followed by a simple headline and short ad copy.

4. Illustrated Layout

• There is not much room for audience interpretation with this layout. This ad shows the actual product or service offered. It demonstrates what it does, how it works and what it accomplishes.

5. Top Heavy Layout

• This layout puts strong emphasis on the visual element of the ad. The photo or graphic design is placed in the top half or the left side of the ad. It is then followed with the headline and copy.

6. Upside Down Layout

• This layout is as simply as it sounds: turn your ad upside down. After you finish designing your ad, you may find it is even more powerful in its opposite layout.

With about 10,000 videos uploaded each day to YouTube, it takes strategic planning to produce a viral video. Here are come tips to create a viral video that will be an excellent marketing tool for your company:

Work On Your Content

Judging by the existing viral videos, we all know that content is not everything. However, you cannot expect to gain popularity by doing nothing. Think of what you want to say and how to say it creatively. A shocking video will gain attention; don’t give them something they have already seen.

In terms of marketing and content, make sure your company, product or service fits into a large concept and not vice versa. Do not make it an obvious advertisement or the audience will lose its interest.

Remember to keep your video short (around 30 seconds). You are on your audience’s time, they’re not on yours.

“Most Viewed Page”

The only way your video will stand out and go viral is if it is on the “Most View Page”. The best way to get your video out is to share, share, share! Embed your videos on blogs, forums and Myspace. Share it constantly on Facebook. Send the video to your entire E-Mail list and encourage them to forward it.

Choosing a Title

Your title needs to catch a viewer’s attention enough to even click on it. It must be different (i.e. “behind the scenes”). Throughout your videos existence, try different headlines: use shocking fake ones, add drama, etc. Check your views and ratings to see what works best.

Thumbnail Optimization

YouTube automatically uses a frame from the middle of your video for its thumbnail picture. Even if you do get to the “Most Viewed Page,” when your thumbnail is sitting in the middle of 20 others, it needs to grab the viewer’s attention. YouTube also gives you two other choices for thumbnail pictures. You can also consider the middle of the video when editing your film.

Control Your Comments

You and your team should post comments that will evoke controversy, however, be careful not to have a conversation with yourself. Just as you have the power to post comments, you have the power to delete comments by viewers that may possibly be detrimental to your popularity.

Video Release

Unlike traditional blogging, if you have a number of videos to release, do it all at once. Do not try to keep your viewers on their toes for the next video, because it will not work. If the viewer is so intrigued that they watch all five of your videos at once, chances are, they will be interested in your product or service.

Tagging

Tagging is a simple way to lure viewers to your video. However, be strategic about your tags. Use tags that are unique, but not strange. Choose about four tags and use them for all of your videos. If your views decrease, you can always change your tags to a more generic term.

Identify your message and define its goal.

• Before you begin writing your advertising copy, you must identify your target message and the main goal of the message.  When developing your advertisement, keep this goal in mind and never stray from it.  If your advertisement gets off track from the goal, it creates confusion for your target audience.

Identify your target audience.

• Know whom you are trying to reach and everything about them.  Know their demographics, psychographics, background, interests, etc.

Appeal to your target audience.

• Always keep your audience’s self-interest in mind, not your own.  Aim the message at individuals, rather than the entire group.

Capture your audience’s attention.

• If an individual’s attention is not caught immediately, your advertisement will not be noticed.  Use effective tactics in order to capture attention, keep attention and sell your product or service.

• EVOKE EMOTION.  If someone feels a strong emotional connection to the words, phrase or idea of your advertisement, they will absorb your message.

• BE UNEXPECTED.  Think outside the box.  Avoid clichés.  Use unique and shocking ways to capture your audience.

• BE ENTERTAINING.  There are many ways to make copy in advertising entertaining.  Humor appeals to a universal audience.  Telling a story will leave them wanting more.  Putting your audience in a situation or mindset will entertain the feeling of your message.

Develop the content of your copy.

• Offer your audience something, an incentive to follow through and take action from your advertisement.  This can be tangible, such as wealth, a deal or low price, or it can be an idea, such as health or happiness.  The audience needs a purpose to absorb your message.  The following are strategies to remember in developing your advertising copy:

• SIMPLICITY.  Keep your message simple and to the point.  A complex concept will lose the vast majority of any audience instantly.  Never assume your audience already knows something.

• CLARITY.  Say what you mean to say.  Your audience should be able to identify your message immediately.  Your message should never be a riddle or up to individual interpretation.

• BREVITY.  Nowadays, no one has time for advertisements.  To get your message out, keep your message short and to the point.  Long, drawn out copy will loose your audience’s attention.  Cut the fluff and get your message out as quickly as possible.

• CREDIBILITY.  Promise your audience something and back it up with proof.  If you are telling your audience your product or service is the best, let them know why with concrete evidence.  Use case studies, ratings, reviews, etc.

Always proofread.

• A first draft is never perfect.  Always re-work and re-phrase.  Try multiple ways to approach your audience and find which one is best fitting.  Test the effectiveness of the message on others before you use it for your final advertising copy.

Strategize for the right medium.

• Know what is the best medium in which to reach your target audience.  Know the most effective area to purchase billboard space, know the magazine your target audience reads most, and so on.  Pick a medium in which you can gain the most possible traffic from your target audience.

Always back it up with action.

• Always follow through with your promises.  This will not only gain you customers or clients, but will help you gain credibility and positive word-of-mouth marketing.