One of the best definitions we’ve come across for “advertising” is “salesmanship in print”. In today’s digital world, we can extrapolate this to other media, taking into account that “salesmanship” is crucial to the definition.
All advertising should contain the elements of salesmanship. An appeal to the reader or viewer’s buying motives are some of the requirements of a good advertisement. And, quite important to this equation is a headline that calls the readers attention. A layout that leads the reader to the advertiser’s contact details.
And, of course a call to action. (How many times you encountered a salesperson who goes through a spiel and forgets to ask for the order?)
This formula and its elements easily translate to other media, including web pages, internet ads, blogs and so on.