AD FOR DUMMIES

Topic: AIDCA and elements 

Type: Print Ad

I will start this blogpost by explaining what does A.I.D.C.A. means and it's elements. It is very important that a print ad is interested so it can attract the viewers to look and understand what you are trying to advertise. Your print ad has just a split second to attract attention and quick explain why your product or service has some benefit to those who read about it. But in order to do so, your advertisement must attract attention, create interest, stimulate desire, cause conviction and trigger action. Which its what A.I.D.C.A. stands for, Attention, Interest, Desire, Credibility and Action.

I have found this ad online which is a print ad for one of the books under DUMMIES  and we will be using it as an example. Firstly that come on the A.I.D.C.A. is to grab attention. While there is a lot of ways to get people's attention, but will it last? Start with a bold and simple headline that would make the viewers to turn their heads. For the above ad, "GET A CLUE" and on the bottom there is a picture of a book of Forensics for Dummies. Its interesting and simple that would make the viewers read what is actually in this book that we need a get a clue.

Then it is to sustain the interest that the viewers have using the sub headline or listening out what consumer benefits and values will get after buying the book. In the advertisement on top, it is written there "DYNAMIC, ENTERTAINING, AND EDUCATIONAL.. BLOWS THE LID OFF THE SINCE OF CRIME" which is actually the consumer benefits.

Next, it is to create desire by writing an interesting body paragraph with the product benefits in it so there would be chances of increasing the number of consumers. Example in the ad given above is "IN THIS PLAIN-ENGLISH GUIDE, FORENSICS GURU AND CRIME FICTION CONSULTANT DR.D.P.LYLE DEMYSTIFIES THE SCIENCE OF CRIME SCENE INVESTIGATIONS, FROM FINGERPRINTS AND FIVERS TO TIME OF DEATH AND DNA." Of course you can't write the whole summary of what the book is about on an ad, so as simple it is, the easier to understand.

To establish credibility you can either insert facts, testimonial or a quote. As for the example ad, they have inserted a quote by Kathleen Anthim, author of Capital Offence which was also under the easy to sustain viewer's interest. (refer to paragraph three)

Lastly it is to instigate action by adding a simple phone number, website or offering a discount code and coupon for customers. Example that the ad have used was adding a phone number and it even listen where can customers get the book from.

A.I.D.C.A. is actually very important to create a interesting and successful advertisement that does grab customer's attention. Other than that, the graphic of the advertisement is also important. The ad example on the top is not eye catching at all as because the colour is too plain and it is harder to grab viewer's attention. Especially for viewers that is slightly younger would only be attracted to graphics and colours that is eye-catching.