As I write this, I have on my desk one of the most confusing ads I’ve ever seen. I saved it, because it’s an example of what not to do in an ad. It’s an ad for a pizza restaurant, and is unfortunately a jumble of competing offers and special deals.
It’s divided into a series of ten boxes, which is in itself a bad idea, because boxes divide a larger space into a series of smaller ads on the page. Several of the boxes feature prices of different choices of pizzas. Others highlight percentage-discounts and a free offer. Still more feature the name of the restaurant, the address, the phone number and the web address. The headline, which reads, “Now open,” appears at the bottom of the ad, where it looks like an afterthought. Add a QR code to the mix and you have an unintelligible mess.
In addition to being a visual nightmare, the ad copy doesn’t make much sense at all. For example, the most prominent offer promotes “40% off all pizzas, sides and desserts. Not valid with other offers.” Well, why would you want to use it with other offers, when the box bedside it offers a free pizza? Then there are boxes which offer discount prices on specific flavors and sizes of pizzas – one and two-topping pizzas, mix and match choices, extra large one-topping, and large specialty pizza (what makes it special is not explained).
It’s enough to make a pizza lover say, “I’ll just stay home and have a sandwich.”
I couldn’t help but wonder, “Did anybody proofread this monstrosity before it ran?” So I read it myself. There is not a single typo or misplaced punctuation mark. If this final version had been checked by someone who was looking for only grammatical errors, that would explain why the ad made it into print.
The problem is that it sends multiple messages – and none of them match. It reminds me of what one of my advertising clients once said about a new publication: “It has a lot of writing, but not much reading.”
One of my favorite advertising stories is about the time I heard a speech by John O’Toole, who was at the time the Chairman of Foote, Cone & Belding, a global ad agency. He also served as President of the American Association of Advertising Agencies. After his speech, I walked to the head table and asked him what he thought was the most important principle in advertising. Without hesitation, he said, “Clarity.”
There you have it. One of the most respected experts in the world said the secret to success in advertising is clarity. That secret can make a world of difference in persuasive communication, whether we’re selling products on an international scale or pizzas at a local restaurant.
What should we do with this information? We can start by going beyond grammar when we proofread ads and ad ideas. All it takes is one simple question: “Does this make sense?”
(c) Copyright 2025 by John Foust. All rights reserved.
We’re excited to invite you to be part of the NENPA Press Freedom and Local News Collaborative, launching on Constitution Day, September 17, with our campaign Know Your News: Understanding Press Freedom and the Value of Local News.
Looking to recharge your newsroom strategy and celebrate the best in New England journalism? Join us for the 2025 Fall Leadership Conference, September 25–26, at the historic Hotel Northampton. Presented by NENPA and the New York Press Association, this conference brings together publishers, editors, and journalists for training, peer-to-peer insights, and an awards luncheon you won’t want to miss!
The journalist meetup series rolls into September with a spirited Trivia Night at The Dubliner—a great chance to unwind after work, swap ideas, and show off your trivia chops with colleagues from across the region.
Editor & Publisher, in partnership with the Media Job Board and research firm DataJoe, proudly presents the Media Workplace Awards — the only program of its kind dedicated to recognizing the media industry’s best places to work. Whether you’re in print, broadcast, or digital, this is your opportunity to spotlight your company’s culture, attract top talent, and gain third-party validation as an employer of choice.
This October, journalists from across New England have a special opportunity to connect, learn, and grow together at Radically Rural 2025: Rural Resonance in Keene, New Hampshire.
The Nackey S. Loeb School of Communications is offering a lineup of free and low-cost classes on topics such as writing about personal milestones, making sense of Substack, learning how to make use of AI, and First Amendment rights around protest and assembly.
Nackey S. Loeb School Announces 2025 First Amendment Award Event & Honorees
The Nackey S. Loeb School of Communications has announced the recipients of its annual awards, to be presented at the School’s Annual First Amendment Award Event on Thursday, October 23 at the New Hampshire Institute of Politics at Saint Anselm College.
Sean Young of Conway will receive the First Amendment Award. Young, owner of Leavitt’s Country Bakery, was nominated for his pursuit of First Amendment rights in a lawsuit involving a student-painted mural on his business. The town had deemed the mural an unapproved commercial sign, but a judge later ruled the town had violated Young’s First Amendment rights.
Melanie Plenda, Director of the Granite State News Collaborative and NENPA Board Vice President, will be recognized with the Quill & Ink Award. This honor, not presented annually, is reserved for individuals who have made significant contributions to educating the public about the First Amendment.
The event will feature a keynote address by Jake Sullivan, who served as U.S. National Security Advisor under President Joe Biden. Sullivan previously served as director of policy under President Barack Obama and as national security advisor to then–Vice President Biden. A Yale Law graduate and faculty member at Harvard’s Kennedy School, Sullivan lives in Concord with his wife, U.S. Representative Maggie Goodlander.
This year’s judging panel included 2024 First Amendment Award winner Harrison Thorp, editor of The Rochester Voice; retired New Hampshire Supreme Court Justice Richard Galway; Attorney Gregory Sullivan, a member of the Loeb School’s Board of Trustees; and Annmarie Timmins, senior reporter at New Hampshire Public Radio.
The First Amendment Award Event will take place from 4 to 5:30 p.m. and is open to the public. Tickets are $75 and must be purchased in advance.
Sponsors for this year’s program include keynote sponsor The Brodsky Prize for Excellence in Student Journalism; First Amendment Honoree Sponsor Eversource; Friends of the Nackey S. Loeb School sponsors The Elliot, The McQuaid Family, Spectrum Marketing, Saint Anselm College’s NH Institute of Politics, and the Union Leader Corporation; and Five Freedoms sponsors Anagnost Companies, Borislow Insurance, Business & Industry Association, Charles Douglas III, Curbstone Financial Management, NH Beverage Association, Pamela Diamantis and Morey Goodman, Northeast Delta Dental, Sheehan Phinney, and Wieczorek Insurance.
Additional sponsorship opportunities are available.