Writing effective ad copy really boils down to one concept: coming up with copy that has the ability to sell! Every ad that you will write has one basic purpose – to make the sale, whether you are selling a physical item like a box of cereal, or asking for a donation for a charity, or selling a concept through a public service message. The viewer of your ad has to respond to the ad in order for the ad to be effective. How do they respond? By purchasing your product, donating to your organization or even by “buying” your public service ad’s message that people shouldn’t smoke. The response to your ad is the action that the individual takes when they see the ad. 

There are key elements that every successful ad campaign has. Moreover, an ad should appeal to the viewer, who is a member of your target audience. Your ad copy should create a need or cause the viewer to recognize a want. It should deliver a logical message that the viewer can relate to. The message that you send out in your ad should make the viewer feel that they must respond urgently.  And perhaps most importantly, your ad copy should be creative enough that it inspires the viewer to remember it.