ADVERTISING AS INFORMATION

There are two possible ways by which advertising can increase sales: either advertising changes tastes or advertising provides information.

Nelson's theory of ad is the theory of advertising as information. Consumers have far less than prefect information about productions. Their concern is about the quality and price.

Some people look for quality product in the cheapest price. But some have the attitude that if the price is high, the quality is better.

Although advertisement might attract the prospective customer to the store it is the waste of money (for the ad) and time (of the sales person) if advertising claims and product qualities are not equal.

The purchases of experience goods exercises control through repeat purchases and to a lesser extent through recommending or not recommending the product to friend. 

Two types of information

Direct-            Message about the product

Indirect-          Brand

Only brands of high quality and high repeat purchases potential can sustain heavy advertising over a period of time.

AIDA Model

If stands for

A-    attracting attention

         I- rousing interest

D- Building desire

A- Obtaining action

Attention- The layout typing and color

Contrast by white space is a good attention- getter. Movement is a vital element; it can be physical or emotional.  

Interest- d seen does not mean ad read. Mostly people see the illustrations and do not read the copy. Even copy format is important for interest creation.

Desire- buying motives, physiological as well as psychological make people purchase in products.

Action- it is logical end of the ad by which people by the product.

1.      Products are associated with the company

2.      The message is repeated

3.      Certain immediate action appeals are used