What makes an advertisement effective?

Following are some point which are taken under consideration while constructing an ad:

1. Ad should be relevant to the product or the service which is being provided.
          Use of customers keywords to describe the product or service.

2. Differentiation:
          Should be able to describe what sets your product apart than the rest in the market.Example; colour variation, features and quality among the competition.

3. Terminology:
          Use words such as "you" or "your" while communicating with customers as direct communication.

4. Be specific:
          Be more clear and efficient in conveying the message through aadvertisment