10 Rules for More Effective Advertising

10 Rules for More Effective Advertising:
1. Does the ad tell a simple story, not just convey information?
2. Does the ad make the desired call to action a part of the story?
3. Does the ad use basic emotional appeals?
4. Does the ad use easy arguments?
5. Does the ad show, and not tell?
6. Does the ad use symbolic language and images that relate to the senses?
7. Does the ad match what viewers see with what they hear?
8. Does the ad stay with a scene long enough for impact?
9. Does the ad let powerful video speak for itself?
10. Does the ad use identifiable music?

Source:
http://www.americanresearchgroup.com/adrules/