Keep it simple, stupid. Never go for the complex when you can be simple. Not only is it more effective, but it is also cheaper.
Know Your Audience
If you know your audience, you know how to attract them. If not, you will simply throw advertising money away. Always think about their needs and wants before starting a new campaign.
Never lie. You can stretch the truth, but always be honest. Customers never like being deceived.
Know When to Stop
Every advertisement runs its course. Even if your business is experiencing success because of the campaign, you will have to end it before it become obnoxious. If not, you might cause a backlash.
Keep it Light
No one wants a somber advertisement. No matter what your business does, make sure the customer can walk away with a good feeling about it. If you can keep the tone light, customers will associate your ads with happiness.
Interesting, Not Overwhelming
Your campaign should always catch the audience's attention. It should not, however, confuse them. If the audience cannot tell what your product is or does, you have failed.
Using the internet for advertising frees you up to make many changes. You can always allow your advertisements to have some level of interactivity, allowing you customers a better chance to receive your message. If you can find a way to do an interactive campaign, seize the opportunity.
Never Insult Your Audience
Your audience may not always be composed of geniuses, but they know when they are being insulted. There is a fine line between insulting an audience's intelligence and simplifying the content, and you must always be on the right side of that line. If you fail to do so, you might turn away customers.
Step Back, Look Again
Getting emotionally involved with your advertising campaign is a terrible idea. For the sake of your business, always take a step back and look at the project dispassionately. If you cannot do so, try letting an outsider take an objective look before starting the campaign.
Six Your Old Principle
As a final test, always look at your advertising through the eyes of a small child. If the average six year old can find a reason to complain about your campaign, you have done something wrong. It might be necessary to go back to the drawing board if you cannot get past this point.