According to Gallup & Robinson and Readex, two US research organisations, the six principles of creating print ads that work are:

1 Be specific in promoting the benefit for the consumer.

2 Make the product the big benefit.

3 Keep your advertisement simple.

4 Use large spaces to emphasise the benefit.

5 Personalise the benefit.

6 Don’t obscure the benefit—being catchy and cute don’t always work.

[as described by John Machado in Creating Desire]