Whether on a printed page, monitor or mobile device, the headline is the most important part of an ad. It tells the reader what the ad is about. With the blink of an eye, he or she decides whether it’s worth the effort to keep reading. Numbers can help you create compelling headlines, as long as they are specific and relevant. Here are a few examples. Note that these numbers as expressed as digits, not words... more

NPCA General Counsel Amanda Martin provides a handy "cheat sheet" for political advertising. more

Lawrence told me about a technique for gathering information from prospective advertisers. “I’ve been selling for a long time, so I realize the importance of information. But I like to go beyond the standard questions about their history, products, customers and goals.” more

Brandon is an advertising manager who wants his team to be prepared for all sales situations. “We spend a lot of time on sales strategy,” he said, “because that helps us cut down on … more