Sometimes you need a big ad to get results

Do you need a big ad to drive shoppers to your showroom? It depends on who you are trying to reach. Take the case of this Natuzzi furniture ad in the Dallas Morning News. The audience is narrow-- sofa buyers with a palette for contemporary Italian designs. So if we start by knowing that 1-2% of adults in the market are ready to buy a sofa this week but only 10% are willing and able to choose Natuzzi, then the pool of customers is small. On the plus side these shoppers are high income, well educated and homeowners: newspaper readers. So the retailer needs a big ad to make sure every adult in the market for this product and reading the paper will see the ad.

Can you afford a big ad? Compare the cost of this quarter page ad to the value of one transaction. How many paying customers will it take to generate a return on investment. Two or three? Effective ads like this one will make money rather than cost money.

The layout, design and message are strong. The product is featured elegantly in this stylish black & white photo. The headline is simple and explains why these exclusive sofas are on sale. Your eyes move to the bottom of the ad where more details reveal that the savings start at 30% and go up from there. Finally, you find the name of the store and the contact info you need to respond. Give this print ad four stars.

Pizza Hut Stuffed Crust Banner Really Delivers

So you're reading the latest news about the San Antonio Spurs and this 300x250 banner ad for Pizza Hut grabs your attention with an offer too good to refuse. I found this one today on the website for S.A. Express-News and instantly I knew it was a winner. First they get your attention with the color photo and all that melted cheese and pepperoni, then they hit you with the one-two punch: get a large 1-topping stuffed crust and a large 1-topping pizza for $19.99. You're already online so the advertiser knows you are just a click away from placing your order. Pizza Hut promises to deliver the great stuff.

Samuels Furniture banner ad needs stronger call to action

High end furniture shoppers will be quick to spot this handsome 300x250 banner I found today on the Memphis (Tn) Commercial Appeal website. I like the way the full color photo fills the frame and the logo and headline are positioned so as not to subtract from the image. The benefit headline is tempting: Affordable Elegance with Complimentary Design Services." I'm sure many will click and link to the website. When you do you will find a gallery of specials for a variety of items with photos and prices. And of course all the necessary contact info. While I like this ad for its look and feel I'll bet the response will spike with a transition that offers price and phone number. Effective banners should do four things: generate phone calls, walk-ins, visits to the website or branding. A stronger call to action will make the cash register ring for Samuels Furniture.

McCormick & Schmick's should pack the house

A good photo is worth a thousand words. That's true here with this scrumciously delicious ad from McCormick & Schmick's that published this week in the Dallas Morning News. Men and women with above average taste and income will find it hard to resist this offer to join them for Easter Sunday brunch or dinner. Many dining ads miss the mark with art that presents the special in a less flattering light but not this one. The photo is well lit, sharp and clear making it easy to imagine taking a bite of this mouth watering combo of steak and prawns with asparagus. No need for a wordy headline here. The picture tells the story. You are invited to call or visit their website for reservations. Expect them to play to a packed house.