This is going to sound heretical, but bear with me:
When you lay out a campaign, ask yourself where you could put the web address and an 800 number.
I'm amazed at the number of student ads I see that fail to include a call to action. This isn't about making the logo bigger, or junking up the work. It's about doing the right thing.
Sometimes web addresses and 800 numbers make more sense than others. If you do an ad for a car or a brand name soda, probably not. But for a small product or service most people haven't heard of it makes sense. There are no rules. Just use your judgement.
A web address or an 800 number, tastefully added shows that you can turn commerce into art.
It shows that you know the purpose of the ad is to get people to act.
And it will make a student ad look and feel more like a professional one.