An effective ad works best when it hits the needs and desires of the receiving consumer. It is a connection that can be highly calculated.

A deep understanding is required for an effective ad which involves the correct calculation for :

1. General ambience of the advertisement? What mood does it create? How does it do this?

2. The design of the advertisement? Is it uniform? Are the colors relevant? How are the basic components or elements arranged?

3. Relationship between pictorial elements and written material and what does they communicate?

4. What is the use of space in the advertisement? Is there a lot of 'white space" or is it full of graphic and written elements?

5. How are the puchlines thought and they are presentaed? What type of language is used? Is the meaning clearly coming out?

6. What action is taking place in the advertisement and what significance does it have? (This might be described as the ad's "plot.")

7. What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement?