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Advertising in its most pure form. Although this is one of the most traditional forms of advertising, advertisers have unfortunately not taken full advantage of all it has to offer.
The real estate newspaper ad should create surprise, capture the reader's attention; it should not simply be an empty space into which we try to squeeze the all the information we can about our product, rendering it hard to read and thus producing an ineffective message.
Phrases should be fresh, dynamic and capable of catching the reader's eye. In a medium that is already overloaded with advertising, it is a difficult task, we know.
Another key to success is choosing the right medium. Choose the newspaper or magazine which will maximize your return on investment. We will look at this in the section on media planning for real estate products.
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