Chapter 11: Advertising Industry
After completing the creative brief and receiving approval from the client, it is now time to develop the advertisement. A large part of this process involves copywriting. Copywriting puts together the headlines, subheadlines, and images included in the advertisement. It uses persuasive communication to influence the target audience. It also helps to create the advertisement’s call to action, logo, and slogan.
The AIDA model is a popular framework used in designing advertising copy. The acronym stands for Attention, Interest, Desire, and Action. Good advertising copy should effectively grab the audience’s attention through words and/or imagery. This can be challenging. Because consumers may see thousands of advertisements daily, capturing their attention needs to be informed by strategy.
After getting the audience’s attention, the copy should maintain the focus of the consumer by generating interest. This involves creating messages that are relevant to the target audience (Altstiel and Grow, 2016). The AIDA model states that the copy should provoke a desire for the advertised product or service. When the desire is instilled, the copy should then motivate the audience to act or perform the call to action in the advertisement. This could be buying the product, visiting the organization’s social media page, volunteering, or attending an event. The call to action should be memorable. For further information on the AIDA model, click on this article.