A full display advertisement is essentially professional selling in print multiplied by circulation. They made up of eight components

The eight components of a display advertisement are:
1. Border
2. White Space
3. Image
4. Headline
5. Sub Head
6. Body Copy
7. Price
8. Signature

Border
The border is usually misused. Its main task is to separate the advertisement from the rest of the material on the page and present the advertisement as one unit. If the border is too thick or heavy it can overpower and distract from the advertisement. A distinctive border that is the same for all of your advertisements is best. Try to tie it in with the theme of your advertisement if possible. Sometimes a border is not needed such as in the case of a full page or when it would block the easy reading of your advertisement.

White Space
The two functions of white space (space with nothing in it) are to make the advertisement easier to read and to gain attention.

Image
In advertising a picture speaks 1000 words. A good image will attract the attention, identify the product or service and immediately describe the article being advertised. It is worth getting good images and having them retouched to make the article pictured look its best.

Headline
Keep it short. Avoid uppercase (capital letters) for long headlines. Avoid condensed type. Make it look balanced.

Subhead
Similar to headlines use as a copy divider, a heading for panels, centred under the heading.

Body Copy
Must be ease to read, use short snappy sentences and short lines. Avoid using uppercase letters throughout, use white space to make it easy to read.

Price
If possible include a price or price range, this is particularly important when selling a product to consumers. Price can be in the headline, as the central feature of the advertisement or in the body copy.

Signature
This should include the company name, contact details – address, telephone number, fax number, email address, web address, opening hours if applicable and a strap line. Something the reader will associate with your company. .

If you are running a series of advertisements develop up an advertising campaign. Do not run the same advertisement again and again and again. An advertising campaign is two or more different advertisements (one advertisement is not a campaign). The advertisements should be in the same style and use the same signature colour pallet. The important point to remember is now how much your advertisement costs, but how much it makes.

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