How to create a successful advertising campaign?

I often snigger at various advertisements. Very few advertisements are successful in achieving their objectives. At the basic level, it is taught, if you are creating an ad, try to follow the AIDA Model. It goes something like this (for the un-initiated):

• A – Attracting attention
• I – Interest
• D – Desire
• A – Action

Let me throw light on these topics in detail.

Your Advertisement Should Attract Attention

The advertiser or copywriter has to catch the attention of the potential customer. It can be achieved by contrasting colors, movement, dramatization, celebrities, location anything.

Your Advertisement Should Generate Interest

Merely catching the attention of future buyer is not enough. The advertisement is such that it must build up would-be customers’ interest. The copywriter has a very tough job ahead here. Some like sentiments, some humor, some facts and figures. The ad should be right on target.

Your Advertisement Should Create Desire

This is the one of the basic purposes of advertising. The copywriter should be a brilliant mass psychiatrist. He must be aware of the buying motives of the future customer. He has to cross the fear factor and certain reservations of the purchasers. On serious prompting, people are prone to buy the products or services.

Your Advertisement Should Trigger Action

This is behavior stage, the ultimate goal of the advertising copy. A copywriter should prepare the advertisement in such manner that customer is compelled to buy the product or services.

It’s not always the rule to prepare the advertising copy on exact AIDA Model. This model only suggests the desired qualities in an advertising copy.

I come across some of the advertisements which follow AIDA model to the hilt. I will discuss this in my next post.