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.

THE PERFECT AD FORMATS

Topic: Master Formats





Type: TV Commercial/Advertisement


This week's blog post would be on formats of advertisements, so I was googling for "best insurance advertisements" and I came across this advertisement. This is a car insurance commercial by the Liberty Mutual Insurance in the United Kingdom. The advertisement is very humorous as it relates to real life problem that some of us have once faced. Example, forgetting to pull the hand break after parking the car, reversing without realising there is a car at the back and etc.

This is the first time that I have actually came across a humorous insurance advertisements. It is because the Thai always come up with teary insurance advertisements. This advertisement actually did a great job to break the ice and go for something complete opposite from what the Thai had did.

The best part was the starting. They have made a very attention grabbing opening and it can make the viewers to continue watching the advertisement rather then changing the channel. But it never stop from there, it gives you real life example which will make you think "hmm, what if something like that really happened?" it will aroused the viewer to actually buy insurance for their car.

The type of format for this advertisement have been use was symbolising the problem according to Donald Gunn's 12 master formats of advertising. The type of formats of advertising that have been listed by Donald Gunn all mostly appear on the TV advertisements. I find Donald Gunn's format very relevant and mainstream at the same time. But his format was over 130+ years ago, maybe in this new era, there would be a new type of format other then this 12.

For example in this Ignite Social Media website, they show that Snapchat that is recently one of the popular social media that have 10second long video advertisements. The commission for each user that watched the 10second video will earn 0.02sen each. Which is not consider a small amount because Snapchat is globally used all over the world. This is the newly format that was not included in Donald Gunn's master format.

MEN WITH THEIR BEERS

Topic: Headlines

Type: Print ad

The unique selling point for this ad is that they sell manliness instead of beer. Canadian Club is a whiskey brand from the Canada. The fine print on the top right of the ad says that it is 2007, but they used a 1960s theme for their visuals and give it a taste of how the vintage ad looks like.

The headline "YOUR MOM WASN'T YOUR DAD'S FIRST" actually inspire curiosity to read on. It makes you think that the ad its about love but its not. Instead it is about beer!

In the body paragraph of the kicker line, it was "They tasted good. They were effortless" and following by "DAMN RIGHT YOUR DAD DRANK IT". It creates an excitement for the readers while reading the ad. It ended in a very humour way which I find very interesting.

This ad actually brings manliness that is very rare seen in advertisements. This type of ads speaks to men and to woman through man. They had another ad with the same concept but a different headline which was "YOUR DAD WAS NOT A METROSEXUAL" which also brings manliness.

My favourite part of the ad is their visuals. It really give off the 1960s feels and its funny how they have kept to the concept of using the white border for the ad. Comments for this ad is "I would buy myself a Canadian Club whiskey although I don't drink". Which was a very successful ad which increases the sales.

Here is a formula that I have found online which I think it was interesting and it might be helpful for writing a headline.

" Number or trigger word + adjective + keyword + promise = perfect headline " 

Example: 18 Unbelievable ways you can bathe an elephant indoors!

"The Father of Advertising", David Ogilvy have once said that, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."