Never, ever try to cram too many ideas and offers into one ad. For your advertising to succeed, you have to clearly define the precise objectives, target audiences and your unique competitive advantages before spending a penny on creative work or media plans. As in running a business, the key to success is focus. Too often, unfortunately, there's an inverse relationship between the size of an advertiser's budget and the number of objectives the advertiser hopes to achieve. No matter what the size of your advertising budget, an extremely tight focus is critical.
Advertising works when it's focused.
Contrast One of the most basic principles of advertising is that of contrast. Contrast means going against the grain. If you want readers to remember your ads, they have to be different from your competitors'. Me-too ads do little or nothing to boost awareness of and preference for your show. If your competitor claims to be the industry's leading show, you can't claim to be the leader.