2. There is a danger in rushing to create an ad. It is tempting to start playing with
language and images right away. Until you discover the real reasons why people buy
a good or service, you create ads for no one.
Great ads begin with first understanding several things:
• The Product: What are you selling?
• The consumer: Who are you selling to? How well do you know them? The key to
selling products and service is understanding people’s relationships with
products/services.
• The market place: How does your client’s product/service (and its advertising) fit
into the array around it? How will your product/service stand out in the
marketplace?
2
3. Characteristics of Effective Advertisements
• Should satisfy consumers’ objectives by engaging them and delivering a relevant
message.
• Must achieve the advertiser’s objectives.
Consumer Objectives:
• May be interested in watching an ad for its entertainment value or to satisfy her
curiosity.
• If the ad is sufficiently entertaining, she may remember it. She may learn that the
ad relates to a personal need and provides relevant information about how to
satisfy that need.
• The ad may also offer enough incentive for the consumer to risk change because it
shows her how to satisfy her needs in a manageable way.
• The ad may reinforce her product decision and remind her of how her needs have
3
been satisfied.
4. Advertiser Objectives
• Advertisers want consumers to buy and keep buying their goods/services.
• Advertisers must first gain the attention of consumers.
• Advertisers must then hold consumers’ interest long enough to convince them to
change their purchasing behavior, try a product/service, and stick with it.
Advertising must be goal directed
To be effective, advertising must accomplish certain effects:
• Perception: the advertising will be noticed.
• Learning: the audience will understand the message and make correct associations.
• Persuasion: the advertising creates or changes attitudes and emotions.
• Behavior: getting the audience to try or buy the product or perform some other
action
4
5. This ad does a good job of getting noticed. How well do you think it achieve the other effects?
5
6. This ad does a good job of getting noticed. How well do you think it achieve the other effects?
6
7. This ad does a good job of getting noticed. How well do you think it achieve the other effects?
7
8. This ad does a good job of getting noticed. How well do you think it achieve the other effects?
8
9. This ad does a good job of getting noticed. How well do you think it achieve the other effects?
9
10. Key Advertising Message Effects
Measures
Perception
Exposure
Attention
Interest
Memory; Recognition; Recall
Learning
Understanding
Persuasion
Image and Association Brand Links
Attitudes: Form or Change
Preference/Intention
Emotions and Involvement
Conviction: Belief, Commitment
Behavior
Trial
Purchase
Repeat Purchase | Use More
10
