When it comes to advertising campaigns, some are forgotten soon after they’re seen and others are unforgettable. The ideas that you never forget are sometimes referred to as “sticky ideas,” simply because they stick with you over time.

There’s a process that can be used to craft ideas that will “stick” with your intended audiences. Here are the key elements:

Many Challenger Brands utilizing print media can’t always afford to use full-page ads every time they advertise. Small space ads can be extremely effective. But, all too often they are executed poorly or they are not properly integrated into the overall media strategy.

Here are some tips to help you reap the benefits from tactical small space advertising:

Have you ever looked through a magazine and come across an ad that just looked bad? We all have. Now, have you ever wondered what your prospects and customers think when they come across one of your ads?

You can write the most compelling copy possible, but if your final type is too hard to read, it will simply die on the page. Take a look at all of your marketing materials. Are you breaking any of the following rules?

The predictable stock photo or, worse, the even more predictable (and often cheesy) clip art are so obvious that no one pays attention. And very often, they reflect a poor image of your company or product. Visuals are very critical components of your marketing messages. This is not the place to get cheap or lazy. This is the place to be creative and shine. Don’t allow the visuals to lessen the impact of your overall message.

In today’s world of desktop printing and on-the-fly graphics, many marketers have forgotten the value of the press check. Why create great graphics if they are not produced to their fullest potential?

Many companies utilizing print media as part of the media mix, be it magazines, newspapers or newsletters, can’t always afford to use full-page ads every time they advertise. Advertisers should consider small space ads as a tactic to extend the impact of their existing media budget.