Article: Advertisements can take a variety of forms including:  Electronic messages Print in publications or on outdoor surfaces Audio ads for radio or podcasts On-line videos or broadcast commercials The headline should capture attention and convey the main idea of the ad. If you are working on a video or audio advertisement begin with the major statement of the piece.  Keep the headline short. Be creative, but be careful not to stray too far from a clear, core idea behind the ad.  One example of a great advertising headline is Nike's "Just Do It." The line is short, and memorable, but it also conveys a clear message about fitness and sports behind the brand.  Another great example is the De Beers diamond company's "A Diamond is Forever." This line on DeBeer's ads helped make the public see diamonds as the standard choice for engagement rings. It is simple, and clear, but it conveys a big idea about the product. Write the "body copy" for a print ad (the text that makes up the main part of the advertisement.) For an audio or video ad, work on the script.  The main text will convey the whole idea of your ad, including what you are offering, what sets it apart, and how to get it. The copy should also remain concise. Balance detail with brevity to hold your audience's interest.  The "Got Milk?" ads show how important the main text of the ad can be. The ads featured a short clear headline, "Got Milk?" and great images (celebrities with milk mustaches,) but the ad copy explained the benefits of drinking milk. Include graphics for print and video ads to draw and hold audience attention. Sometimes the graphics make up most of the idea behind the ad. Absolut vodka used just the shape of their vodka bottle to catch attention in famous ads. Decide how to arrange the graphics, headline, and copy in a print ad. For a video, determine where graphics will appear in relation to the action on screen and the script. Try testing your advertisement out on a focus group, a small group of people in your target audience. Show the advertisement to the group and ask about their reactions.  Do they understand the message in the ad? Do they find the way the ad looks appealing? Would they try the product or service? Would they tell a friend about the ad or product?

What is a summary?
Choose a type of advertisement. Write a headline. Work on the body or main text. Draw the graphics in your ad. Create a layout. Test your ad.