Organizing Your Message
Some commonsense rules apply to the use of persuasion in advertising. First of all, people are more easily persuaded when they are primed or prepared for a message. You wouldn't run an airline commercial during a TV movie about a plane crash, or place an ad for men's suits in a kids' educational magazine. The airline commercial would go well with a travel show, though, and the suit ad would fit nicely in a finance magazine.
tip
Ads for broad audiences require a more conventional design approach than targeted ones. Viewers outside your target audience must still be able to understand the message and gain a positive impression of the product.
If the ad is placed where there is no priming available (like a billboard or the ...
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