| Designing an ad for an airplane banner isn't the | | | | as it should be for effective airplane advertising. |
| same as designing a print or radio ad. There are | | | | The message can be conveyed not just with |
| different things to consider and different criteria | | | | words, but with strong images and even strong |
| for getting a message cross. | | | | colors. Unlike a newspaper ad which might just be |
| First, airplane banners should be simple and to the | | | | black and white, an aerial banner can be presented |
| point. Too much verbiage and the ad will be | | | | in any number of bold colors, from red to purple |
| ineffective. Why? Quite simply, your customer | | | | to green. |
| doesn't have time to examine the ad, read the | | | | But the third lesson here is about color - not too |
| fine print and consider the effectiveness of the | | | | many. Too much bold color might overshadow |
| graphics. A flying banner might remain overhead | | | | the message you are trying to send. Let's face it |
| for several minutes, which is plenty of time for a | | | | - the message is several hundred or more feet |
| potential customer to get the message, but not | | | | above your audience. Make it too hard to read or |
| enough time to examine the banner as you might | | | | see and you've lost that rapt gathering. Instead, |
| a newspaper ad. | | | | keep the color (or colors) bold but simple. A bright |
| If a banner is busy and hard to read, the potential | | | | red background with black letting is an example of |
| customer (who, let's face it, might also have | | | | good use of color. |
| better things to do while on the beach or at a car | | | | Finally, think about your potential customer and |
| race) will lose interest and move back into | | | | how you are reaching them. That is, aerial |
| whatever activity brought him to the beach or | | | | banners are mostly flown over beaches and |
| the race. But if the ad is striking, simple to read | | | | sporting events. What kind of message will really |
| and bold, the customer will be drawn toward it | | | | resonate with the beach goer or sports fan? How |
| and will not only pay attention to the ad but also | | | | can you present that message in a way that will |
| seriously consider the product, which is exactly | | | | get a response? At the end of a long beach day, |
| what you want. | | | | your customer might be more than willing to head |
| Second, an airplane sign should be clear in its | | | | to the pub and order a few beers. Ply them with |
| message. It might be advertising a gym, or a new | | | | news of your inexpensive happy hour or large |
| diet pill. It could be trying to extol the virtues of | | | | choice of beers. |
| the latest best-selling biography. Whatever it is, | | | | As with any advertising medium, using aerial |
| the message should be fairly clear. It's OK to | | | | advertising well requires a real attention to detail - |
| suggest that people visit the new gym in town, | | | | what the customer will want and how you can |
| but without a clear message ("results!" or | | | | bring them what they want. |
| "affordable") the message might not be as clear | | | | |