Effectiveness of an Advertisement
The effectiveness of an advertisement or a promotion program depends on quit a number of factors. Different marketing experts adopt a wide range of approaches towards achieving the desired outcome of an advertisement. Lamb, 2008 explains outlines that the crucial goal of every promotion is to get clients buying whichever the product or service (p. 407). He further suggests that there must be a systematic order in which a prospective consumer is carried through the promotional message.
The AIDA concept
Though several approaches exist, the most common and effective formulas are the acronym AIDA. This acronym stands for Attention; Interest; Desire; and Action. The AIDA concept was first introduced by a scholar named Elias Lewis in 1898 (Janoschka, 2004, p. 06). This concept best describes the ultimate goal of every advertisement; that the client gets to buy a product. This model posits the buying process as a cognitive, feeling and a conative sequence of things. In this regard, the model illustrates that the marketer must develop a thought in the mind of a consumer, develop a need, and finally an action through purchasing the product. The four steps of the AIDA process clearly explain the promotional approach.
The first step is attention, this posits that an advertisement must gather the attention of the consumer; create an awareness that the product exists. Simple awareness of the product may not suffice to change the mind of a consumer; therefore Interest comes as the second stage; here, the marketer demonstrates how unique the brand is. After awareness and interest have been achieved, desire must be created in the product, this should be done through outlining the most outstanding features of a product. It may also be achieved through the problem-solution technique; the consumer should feel that they definitely need the product. The final step is action, now that the consumers’ interest has been achieved, interest built, and desired fuelled, action is inherent. This may be achieved through either a web link, a telephone number or through a location to the premises. The advertiser must also be able to communicate to the clients by use of words to assure that they were not wrong to in select the product at stake (Bendixen, 1993, p. 20).
Case Study
The concept of effectiveness of a promotional program may be well explained by examining the following two advertisements. Both advertisements have similar objectives, more so, they are advertising the same product; the Xbox 360 wireless speed wheel.
First Case: Wireless Speed Wheel by Kevin Hart
This advertisement was done by the movie star and a comedian- Kevin Hart. The advertisement starts with Kelvin Hart seated next to a teenager who is playing a video game; it seems to bore for Kevin bored and actually looking at his watch. The kid then asks him whether he would be willing to take part, Kevin is very repulsive. As the video goes on, several features of the wireless steering wheel are demonstrated, for instance, it’s 3D compatibility, the joyful experience the kid is having and the comfort one is having while using it. Then Kevin tries to juxtapose the features of the old control buttons they were using in younger days, he posits them as very precise and simple to handle. But they only had two control buttons. He actually admits that he does not like the modern day controls. The kid insists; this is when Kevin tries the steering. It gets very ironical to find that he actually enjoys the steering. He is so glued to the game that he barely has time to adjust to the right position for playing the game; he actually cannot lead the wheel back! He is heard confessing “this is like the game changer”. The advert ends which a marketing philosophy; “the Xbox 360 wireless steering wheel, one of the most extra- ordinary driving experience.”
This advertisement comprehensively conveys the AIDA promotional concept. The advert is very systematic in that it first creates awareness in the minds of the game users; that the product brand is thezman12345100. Therefore, attention is gathered. Here, a hint of something special is advanced to the consumers. Next, interest is well entrenched in the advertisement, Kevin Hart is a celebrity; thus this may be looked at as a celebrity advertisement. Interest may be built through the use of celebrities, demonstration of benefits or even informative talks, and attractive experience (Kotler, 2009, p. 416). All these features are explicit in this advertisement. Next desire is created in this advertisement through the fact that both the Kid and Kevin enjoy the wireless experience. Desired is built through creating enthusiasm, it should be clear that customer needs may be fulfilled by the product (Barry & Harward, 2012, p. 122). Here, the advert shows that the needs of the initially bored Kevin are actually met! The fourth aspect that shows compliance with the AIDA approach is the fact that the advert is very clear to intrigue action in the minds of the consumers, the ultimate goal of every advertisement is to make the client purchase the product. Here, there is the final illusion of enjoyment owing to the use of the wheel. There is also a clip showing the product name Xbox 360. It is also enhanced by the marketing philosophy “the Xbox 360 wireless steering wheel, one of the most extra- ordinary driving experiences.” This advertisement is effective in the sense that it is able to create awareness in a consumer, build interest, generate desire, and it is persuasive enough to instigate an action; which is purchasing.
The Second Case: Wii Commercial
The advertisement starts with two Japanese men driving in the countryside; a cow is actually seen on a short range. Next, the car heads to a neighborhood whereby they meet a family, the first statement at the door are “we would like to play,” then instantly, all members of the family are seen excited in a video game. The two men drive to a college where they find students and start playing. They travel to the countryside whereby they are received by two men, the impression at first is not welcoming; they introduce themselves with the same slogan; “we would like to play,” after a while they are all seen very excited playing the game. The advertisement ends with a picture of the gadgets, without the brand name, the product name, or even a persuasive statement to the potential users.
This advertisement does not fully demonstrate the essential attributes of an effective advertisement program. First, there is no systematic manner in which interest is built in the minds of the consumers. Secondly, the advertisement seems to be more of a comedy than an informative action. Communication and dialoguing are missing in this advertisement. Thirdly, there should be a juxtaposition of the ordinary products. The other thing is that an advertisement should target a specific market segment, for instance the youth, elderly or the adults (Lee & Johnson, 2005, p. 91). In this case, there seems to be no specific market segment. Every advertisement should present the particular product as unique and distinct. For instance, in the first advertisement, two people are seen comparing the old features to the modern features and agreeing that the product at hand is superior.
Conclusion
The effectiveness of an advertisement may be measured by it’s ability to create consumer awareness about the product, create interest in the customer, invoke desire for the product and finally instigate action. Particularly, in web advertisements and TV promotions, the advertisement should be able to communicate the message through animations, word dialoguing, and demonstration of benefits. The advertisement should attract the consumers’ attention, persuade the consumer to activate them, and finally meet the expectations conveyed in the promotional message. Most of these features have been shown in the advertisements in context but the first advertisement is definitely more effective than the second case.
References
Barry, T. E., & Howard, D. J. (2012). View and critique of hierarchy of effects in advertising. International Journal of advertising, 17, Issue1, 121-135.
Bendixen, M.T (1993).Advertising Effect and effectiveness’. European Journal Marketing, 127, 90.
Hart, K. (December 18, 2011). Xbox 360 Wireless Speed Wheel Kevin Hart Trailer. Retrieved from http://www.youtube.com/watch?v=21QekorG5yg
Janoschka, A. (2004). Web advertising: New forms of communication on the Internet. Amsterdam: Benjamins.
Kotler, P. (2009). Marketing management: A South African perspective. New Delhi: Pearson Prentice Hal.
Krishan, K. (2008). Wii Commercial. Retrieved from http://www.youtube.com/watch?v=tQC5JyM4KHA
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2008). Essentials of marketing. Mason, Ohio: South-Western.
Lee, M., Johnson, C. (2008). Principles of advertising: a global perspective. London: Routledge.
