ne short-term goal and objective in advertising is getting people's attention. Use highly readable print in your ads. Color, diagrams and pictures can also attract the attention of users, particularly if they are highly relevant. For example, gold is often used to represent a premium or expensive brand of liquor. One of the best ways to attract attention in print advertising is to use a strong headline. Make a statement that attracts the right type of reader, and include at least one benefit in the heading to pull the reader into the ad. For example, the heading "Start Earning a Higher Salary Today" appeals to readers who feel they aren't making enough money. Use sounds and jingles to attract attention in your radio and television ads.