Advertising - Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. There are three goals of advertising. These goals are to: Inform, Persuade, and Remind.
The major media types for advertising are:
Newspapers, Television, Direct mail, Radio, Magazines, Internet, Outdoor (billboards, blimps, etc.), Yellow pages, Newsletters, Brochures, and Telephone The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model: get Attention, hold Interest, arouse Desire, and then obtain Action.
The AIDA Model
John Caples, one of the greatest copywriters of all time, provides us the following principles (although he was talking about direct response marketing--more about that later--the wisdom is directly relevant to all forms advertising) when it comes to communicating an advertising message: Caples' Principles:
* Get attention
* Hold attention
* Create desire
* Make it believable
* Prove it’s a bargain
* Make it easy to buy
* Give a reason to buy now
An even newer paradigm, according to some, is Interrupt, Engage, Educate and then Offer. In any of these models, the first step is to somehow get a person's attention. It should be noted, however, that there is a growing trend of consumers being more resistent to advertising messages and less open to marketers communicating with them without their expressed permission. As such, advertising models are continuously evolving due to an explosion in media outlets and shifting public opinion. As new communications channels expand at a fast rate, advertisers are exploring the new media options at a rapid pace and exploring new ways to reach an often fickle target audience. How do we do that?
In my opinion, there is one overriding rule that should guide all advertising: Tell somebody something helpful to them and make sure...