Successful Ad Copy

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I have just seen a good advertisement following the AIDA Model.

This ad copy attracts attention by providing a black and white snap of a little girl. Magazine is specifically designed for men. It mainly contains gadget section, politics, grooming, what’s in what’s not and interviews of prominent personalities. Not to forget, there is no dearth of hot and sexy girls on cover as well as inside . The attention of potential customer is immediately drawn towards the little girl and the black and white page because rest of the magazine is quite colorful. Next thing is, the girl is not your usual parent decorated designer little girl we usually see in ads. She is smiling, but one can immediately sense, something is amiss.

The next step of ADIA Model is catching the interest of potential buyer.
This is done by their caption. It goes like this:

â€œThis is 3 year old Shreya.
her parents abandoned her and
vanished. If you turn the page,
you will do the same.

These lines certainly fuel the desire to know more. Now they have advertised in one full paragraph about the actual condition of the little girl and how one can help. When they put the name of leading business house Mahindra and Mahindra as a trustee, you feel assured.

The last and most important element of AIDA model, talks about inducing customer into action. Certainly when this ad copy talks about sending a photograph and regular academic report of the child to the sponsor, it probably cross all the hurdles of a wavering mindset.

I often wonder, how come NGOs create such successful ad copies?

Comments

8 responses to “Successful Ad Copy”

8/25/2006

Sudipta Chatterjee

Hmm… good analysis. And yes, the way you have put this ad, it sure does strike a chord.

However, you raise an important point here: how many NGOs actually manage to get such good ads? There comes in the question of the vicious circle of dog-eat-dog and rich getting richer and poor getting poorer etc. But at the end of the day if it is your ad, you can put in some thoughts and ideas as well.
8/26/2006

Gangadhar

That’s a fantastic ad..And you put it very well,Alka..
Something different is unique everywhere,i suppose…
8/26/2006

Hazel Dream

Well the difference is that NGOs escape the label of carnal Capitalism . they hit our Moral soul and its always easy to do that .

Capitalism is not easy .. Gandhism is
8/27/2006

Maverick

Anything for a good cause, besides admiring the thought of this ad. And the combination is just perfect an attractive Ad for a good cause.None can miss it.
8/27/2006

prancer

hmmm…ok
8/28/2006

Rookie

Are NGO ads made for the purpose of winning awards at the various competitions?
8/28/2006

Himanshu

Everything costs here….
if ur ready to spend some then u can have a great advt..with a catchy punchline…
9/1/2006

Mallik

They, atleast are clear in their mind as to what they want to communicate, and work with level headed copy writers. The rest in the commercial world can only show the state of their minds…bizarre…