An unusual but effective type of ad is when you make it look like an article in a newspaper or magazine. The ad can look like a news story on a subject of interest to most readers. Many people will start reading the ad because they think it’s part of the publication— it will take them a moment to realize it’s an ad. You can get your message out if you put the benefits right in the beginning, so people will read on. The publication’s editor may put “advertisement” at the top of the page, so readers won’t be confused, but some people won’t see that. Just make sure your body copy is truthful and non-deceptive, or you may turn off readers and destroy your response rate.