What makes advertising effective?

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What Makes Advertising Effective?
Marketing 251
Written by Christophe Martin
Words Count: 1,903

Words Count: 1,903

Written to Mr Gordon Bowen

Written to Mr Gordon Bowen

Table of Contents
Terms of references 3
Procedure 4
Introduction 5
Findings 5
The advertising Process 5
The AIDA Model 7
Research Process (Market Research) 8
Consumer Targeting 9
Culture issue 9Stay in People’s mind 10
Play with the emotions 10
The Creativity in Advertising 11
Conclusion 11
Bibliography 12
Appendices 13

Terms of references

This report was written by Christophe Martin. The deadline for submission is Friday 29th of October 2010. The report’s purpose is to analyse “What Makes Advertising Effective” by studying advertising theories and by covering a range offactors of the advertising process.


Most of the information was derived from secondary sources as books, journals and Internet. For further information, please consult the bibliography and appendices.


Advertising is the “Description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it.” (InvestorWords, 2010)
In others words, advertising is the way to communicate on a product or a firm, to make people aware of it in order to stay in the population’s mind. It is however sometimes difficult the find the most efficient way to use advertising.
The success of a product is often linked to the effectiveness of its advert. That is why companies invest huge sums of money in advertising (Azwai,T.M. 2008). Indeed, an advert is able to change people’s perception for a brand or a product (Azwai, T.M. 2008).

The advertising Process

The advertising process is divided by steps, which are used in following the brand’s marketing strategy. Indeed, the marketing strategy leads to the advertising strategy.
Then, a budget will be fixed. The budget is a very important step in theprocess. The bigger is your budget, the greater will your advert be. If the budget is underestimated, it will cause restrictions in the development of the advert as an inappropriate utilisation of the media.
Then come the campaign development, which consist to fix the objectives of the campaign and to choose a relevant media in where the message will be given. The advert’s agency has to choosethe right media in order to ensure that the message will have the most valuable communication impact.
This stage needs to be supported by a market research and analysis in order to make sure that the message will be clear for the costumer.
Once again, the market research is necessary to make sure that there is a real, relevant and profitable target behind the advert. A big quantity of money isinvolved and companies want to minimise risks and errors as much as possible.
Then appear the implementation stage which consist in negotiate with the media inn term of time or space to get the best placement possible.
The final stage will be the evaluation of the campaign. Here again, market research will be inevitable. The evaluation shows if the advert matches with the previous objectives ofthe campaign (Yeshin, T. 1998).



“The stage of Advertising development” adapted from Yeshin, T. (1998) page 125

The AIDA Model

The AIDA model is a hierarchical configuration of the stages that compose the communications process in advertising. Each step depends of the previous one. The desire, for example, cannot be touch by the advert if the interestand attention has not had.

Above are the mandatory steps in order to communicate on your product with the best way possible.

1) In an advertising campaign, the first stage is to catch the attention of the viewer or reader in order to make the advert effective and to make known, to the potential purchaser, your product.
2) The interest to the message will appear, in most cases, just...