The function of advertisement 3. The Principles of Advertisement
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2. 2. 2. The function of advertisement
Eventhough each advertisement or campaign tries to accomplish goals to its sponsor, advertising perform three basic functions.
1. Provide product and brand information. Although many advertisements are
devoid if information, providing consumers with relevant information will aid, decision making is still the main function of advertising. The information
given depends on the needed information might simply include price and outlet location.
2. Provides incentives to take action. In most instances, consumers are reluctant
to change established behavior. Even they are somewhat dissatisfied with the current product is deemed difficult. Advertisement provides the consumers
with the reason to switch brand by presenting reason through copy or graphics. Convenience, high quality, low price, warranties, or a celebrity
endorsers are all possible.
3. Provides reminders and reinforcement. It is amazing how much
advertisement is directed at current customers. Consumers forgot why they bought a particular product brand. Advertisement must remind the customer
constantly about the name of the brand, its benefit, its value and so on. These same messages help reinforce the consumer decision. Most TV advertisement
seems to provide this function. http:www.blurtit.comq249327.html
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2. 2. 3. The Principles of Advertisement
An advertisement is way in getting consumer. Getting consumer‟s attention is a crucial thing in advertising. According to Jefkins 1996 : 241 language in
advertisement should be able in catching AIDCA formula : 1.
Attention Attention is a first formula that should be gotten by an advertisement. In this
case, advertisement should use language that invite the readers to pay attention to an advertisement itself. The use of language and other factors will play their role in this
formula. How an advertisement is written to get reader‟s attention.
2. Interest
Interest is one of formulas that should be gotten by an advertisement. In this case, after getting consumer‟s attention, the next thing that should be gotten is
interest. When a consumer has paid their attention into an advertisement, they are expected to have an interest as t
he next level of advertisement‟s goal. 3.
Desire The readers of an advertisement are expected not only to have an interest, but
also they have to be convinced to have a desire to have the product itself. An advertisement should convince the reader to believe in spending their money to buy
the things advertised. In this case, the readers should have a strong reason to buy the products advertised
4. Conviction
Advertisement is good when an advertisement has been able to create a conviction to use, buy and enjoy a certain product. To make it happen, an
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advertisement should have facts that convince the reader to buy the products advertised.
5. Action
The final thing that an advertisement wants to get is consumer‟s action, that is
when a consumer has an action to use or buy the things advertised.