As we have understood that the sender identifies the receiver(s) and develops a message, the basic of the sender is that the customer or the target audience should buy the product or the service. For this we must understand whether a particular message so created has been effective in reaching out to them. So what makes an advertisement effective? Below are the key points on the effectiveness of a message.
1. Attract Attention
2. Secure Interest
3. Build Desire for the product
4. Obtain Action
The above has been formulated as the AIDA Model.
Attention could be the form of the layout of a print advertisement or the way an advertisement is made in the form of moving pictures, the colors used, the models used and the copy written, the movements used and the contrasting element used.
We are bombarded by so many advertisements that there are a few we see and while a few we don’t. The advertisement, which arouses interest in us and provokes us to think or feel about a product, is what an advertiser looks at. It basically means to catch the eye of the public.Desire would mean the buying motive. When you feel that you want to posses the particular product or be associated with it.
Action would normally mean the acquisition of the product.
Within the AIDA framework, Attention would refer to the cognitive stage, both Interest and Desire would relate to the affective stage and Action would be a behavioral activity.