a. Good advertising elicits the following four responses:
i. Attention: It catches the eye or ear and stands out amid the clutter of competing advertisements
ii. Interest: It arouses interest and delivers sufficient impact in the message or offering
iii. Desire: It creates a desire to learn more or crave ownership
iv. Action: It spurs an action which leads to achievement of the ad’s original objective. It prompts the potential customer to buy the product.
The rules are:
i. Aim: To understand the primary purpose of advertisement.
ii. Target: To create an advertisement for a specific target market who will be interested to buy the product.
iii. Media: Keeping in mind the target group, we have to carefully select the media through which the advertisement will reach the target audience.
iv. Competitors: Careful analysis of what the competitors are doing to advertise their products will help us choose our own medium of advertisement.
b. Promotion strategy: Above the line- This type of promotion uses mass media methods and focuses on advertising to a large audience.