In any advertisement, the time frame you have to make an impression on your audience is limited to seconds. For billboard and print ads, this may be as little as 3-5 seconds. This limited time and space may encourage the notion that the ad (or impression) must be full to the brim with information. However, this merely creates a cluttered, schizophrenic ad that becomes lost among similar amateur efforts. A concise, coherent ad is far more effective and will get your message across while appealing to its audience.

A good ad: Connects with its audience, is memorable and easily recalled, provides information quickly and succinctly, doesn’t confuse the viewer or make them hunt for the pertinent information and most importantly, calls the viewer to action.