Ads are poorly thought out and badly made Logo intensity is vital. Don't crowd your ad with too much copy or meaningless art work. Make every word and image count. Communicate one single compelling idea. If you lack a clear business identity, your ad may well drive customers to your competitors.
Appearance IS important.
Impact is achieved by coordinating your media, timing, and mesage across the board. Following your own history Every business needs fresh customers. Then keep track of those results, so that you can make a sensible review of your advertising on a regular basis. The fundamental purpose of advertising is name recognition. Your nephew, your spouse, your neighbor may be clever and sincere, but a pro will get you where you need to go faster and more cost-effectively.