An advertisement needs to cover three things:
What you offer
Why the consumer should use your services over others
How to act
There are two kinds of advertisements: ads that build the brand, and ads that promote products. The Geico ads are a good example of this: they have general ads promoting their name on TV, while their print ads can be found in enthusiasts magazines pushing specific ad categories for cars, motorcycles, and boats.
Repetition is important. It gives possible customers a chance to get information on your services, and it makes your brand familiar. Studies have shown it takes an average of nine exposures to your message for people to feel sympathetic to it.
Ads should be targeted to your audience when they are likely to act on your product. Watch TV at around 5 or 6 o'clock and you'll see lots of advertisements for restaurants. Why? This is the time people are thinking about food. Remember that different market groups will respond differently to advertising campaigns.
Track your advertising to find out if it's effective. Offer coupons or discounts for mentioning the ad. If you hear back from customers, you know you're on the right track.
Posted 2100 day ago