ADVERTISINGA.I.D.A PRINCIPLE

TERMINOLOGY

HOW TO ANALYSE ADVERTISING.

THE PURPOSE OF ADVERTISING To create interest in a new

product/range.

To provide the consumers with all the necessary information to PURCHASE the product.

To renew interest in an old, tired brand.

To increase competition between companies/service providers.

A.I.D.A. PRINCIPLE A = ATTENTION – must capture the

reader/viewer’s attention

I = INTEREST – must make you keen to find out more

D = DESIRE - You must feel a need to buy the product or use the service.

A = ACTION – must be information that you will need to buy the product/use the service

TARGET MARKETS: The first thing an advertiser needs to

consider is the target market of their particular brand/product/service.

Target markets can be defined according to age group e.g. 12 – 18, gender or interests.

The target market influences how the advertisement is designed as well as where it is placed.

UNIQUE SELLING POINTS Something about the product must be

unique/original for the customer to buy that particular item over another.

TASK Look at the following advertisements

and analyse them according to AIDA, target markets and their USP.

This is the only way to become skilled at advertising questions – look at ads and try to decipher them.

TEXT:

DEATHS FROM CAR ACCIDENTS = 370*

DEATHS FROM SMOKING RELATED ILLNESSES = 6 027*

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