Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

16. Advertising and Sales
    Promotion

Text © The McGraw−Hill

Companies, 2002

Advertising and Sales Promotion 467

Getting attention is an ad’s first job. If an ad doesn’t get attention, it doesn’t

matter how many people see or hear it. Many readers leaf through magazines and

newspapers without paying attention to any of the ads. Many listeners or viewers

do chores or get snacks during radio and TV commercials. When watching a pro-

gram on videotape or TiVo, they may zap past the commercial with a flick of the

fast-forward button. On the Internet, they may click on the next website before the

ad message finishes loading onto the screen.

Many attention-getting devices are available. A large headline, computer ani-

mations, newsy or shocking statements, attractive models, babies, animals, special

effects—anything different or eye-catching—may do the trick. However, the

attention-getting device can’t detract from, and hopefully should lead to, the next

step, holding interest.

Holding interest is more difficult. A humorous ad, an unusual video effect, or a

clever photo may get your attention—but once you’ve seen it, then what? If there

is no relation between what got your attention and the marketing mix, you’ll move

on. To hold interest, the tone and language of the ad must fit with the experiences

and attitudes of the target customers and their reference groups. As a result, many

advertisers develop ads that relate to specific emotions. They hope that the good

feeling about the ad will stick—even if its details are forgotten.

To hold interest, informative ads need to speak the target customer’s language.

Persuasive ads must provide evidence that convinces the customer. For example, TV

ads often demonstrate a product’s benefits.

Layouts for print ads should look right to the customer. Print illustrations and

copy should be arranged to encourage the eye to move smoothly through the ad—

perhaps from a headline that starts in the upper left-hand corner to the illustration

or body copy in the middle and finally to the lower right corner where the ad’s “sig-

nature” usually gives the company or brand name, toll-free number, and website

address. If all of the elements of the ad work together as a whole, they will help to

hold interest and build recall.^21

Arousing desire to buy a particular product is one of an ad’s most difficult jobs. The

ad must convince customers that the product can meet their needs. Testimonials may

Getting attention

Holding interest

Billboards are good for getting

attention with a simple copy

thrust.

Arousing desire