Better Advertising Get results from your ads by using an effective typeface. In a study on typeface readability in advertising copy, 67% of respondents comprehended serif type(such as Times Roman) compared to only 12% for sans serif type (such, comprehended type with justified margins as type with ragged right margins. (Source: Type and Layout, Berkeley, CA) And; To boost your advertising response,try putting appropriate headlines in quotes. Studies show that headlines in quotes receive 28% more attention. Testimonials from customers and headlines that read like a testimonial are good candidates for this technique. (Source: Target Marketing, Philadelphia, PA)