Most ads serve to highlight a product's benefits. The best ads disrupt with brain-catching headlines and eye-catching imagery that cut to the quick of a solution. Industrial ads tend to lean towards representative as opposed to abstract. The best find a way to add a sense of drama, with copy and composition that suggests the breadth of a product's applications.

Most importantly, an ad needs to generate enough interest to receive a contact, whether that be a click on a banner or an inquiry from the printed page. Whether the ad is designed to generally promote a brand's identity or seeks to reach a specific target audience's needs, the same rule applies: focus on your customer, not your company.

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