Elmo Lewis in 1898 developed the partially still valid advertising effectiveness model AIDA. According to this model, the impact of advertising is based on a four-step process. First, the attention about the customer / client excited (A-ttention), then his / her interest is aroused (I-nterests), which triggers an ownership request (D-ESiR) and ultimately to purchase the product out (A-ction). Critics of the model, however, argue that there are intermediate steps or omission of individual steps sometimes were.
Up Appearances
advertising messages left us more in mind when they evoke emotions in us as well-being, feelings of pleasure, anger or rage. Look man in advertising or product design and reality at times closely, it often find significant differences. The purple Milka cow grazes as in bright sunshine on a lush green meadow, while the numerous black and white cows that actually provide the milk for the chocolate to live under very different conditions: in dark stables farming is the rule not the exception, is added, the administration of GM food. The idyll of Milka advertising will simulate the safety of the product and thus induce customers to purchase the product.
brands rather than products
While the majority of our parents' generation has not bought products, the majority of our generation buys on the basis of advertising brands. influenced by advertising, children begin early on a brand awareness . Develop Already 46% of the six-to twelve-year old, it is important that in their spread, for example, "Nutella", is also 46% look for in ice on the brand and 42% for drinks. But adults have a high brand awareness. For customers who are interested in a specific product, 59% pay attention to the brand, but only a third the price.
What to do?
is important for Germany to finally since 31 7. 2005 valid policy for far-reaching EU tobacco advertising ban in national law to implement, rather than complain before the European Court of Justice against it. In addition, children should in the school for dealing with media and advertising awareness, so they make purchasing choices. , Are also pertinent campaigns such as the Buy-Nothing Day, at which the consumption end through a day without drinking on their patterns of consumption and hence the influence of the media aware. be informed advertising can be seen as a Chance on products - whether we let ourselves be influenced by advertising is, after all, still our own decision! And to come back to quotes: According to Peter Sellers is advertising "the art of aiming for the abdomen and take the wallet."
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