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Advertising Resource Center |
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Science of Advertising and How to Benefit From It
It is very important to realize that persons buy from you. It is the mind at other end of the internet who will decide a sale from you. Thus it is very essential to know how your customer's psychology works. What is the process that goes in the mind who reads your promotion? An understanding of the whole process will make you achieve your goals and build your business better. Many a theories have been developed to explain the process when person views advertisement and then goes for sale. It has been charted and every model points to one thing in common. The process is not instant. It is sequential. Anybody who has been marketing on the net must have come across AIDA. It is the simplest advertising model that in short stands for -Attention -Interest -Desire -Action This model suggests that advertising must gain customer's attention, arouse the person's interest followed by desire for the product and stimulate the action towards the purchase of the product. This explains and guides how to formulate your advertising. Successful marketers have followed AIDA for generating successful advertisement campaigns. AIDA is good but is not that well defined. Another model that has gained popularity and is more comprehensive than AIDA is DAGMAR. Its steps are more defined and thus easier to apply than AIDA. DAGMAR stands for 'Defining Advertising Goals for Measured Advertising Results'. It maintains that all advertisement aiming at a sale must carry the potential customer through four stages. -Awareness -Comprehension -Conviction -Action Let us assume that you have a product and your target customer is totally unaware of it. So in first stage you make him aware of the product. For example posting an advertisement on a high traffic website. Second stage is comprehension. What is your product about? What are its potential benefits and features? How can your customer get it? This is achieved when your potential customer clicks your posted advertisement and reaches the page that contains details of your product. Next is the stage of conviction. This is very important stage. You need to convince your customer about benefits of your product. Testimonial for your products is an excellent tool to achieve this stage. Visible proof or evidence is another great tool. But be genuine or this won't work in the long run. After he is convinced with your product, your potential customer enters into stage of action. This may involve a request for further details, ordering a trial offer if available or the actual sale itself. Whatever model you may use to build your campaign it must be remembered that a sale is not an instant process. On the contrary it is sequence of the events that your potential customer's mind goes through. Each stage has to be preceded by the previous. Each one is essential and crucial for a successful sale. That should remind that instead of running a 'Buy Me' advertisement concentration should be on making the flow in the advertisement that begins with introduction of what you intend to sell and why people should buy it. Use the science for your benefit and see the results. Wish you success. Copyright © 2005 Arun Pal Singh Arun Pal Singh, a successful marketer and writer offers a unique and duplicable business opportunity at http://www.homeforprofits.com To avail his free Income Course e-mail to homeforprofits@getresponse.com with subject 'subscribe'
MORE RESOURCES: Public workers are scouring churches and libraries to find workers—mostly male—who have been sidelined for years Despite a roaring start for the Standard & Poor's 500-stock index in 2012, volume is low, equity-fund redemptions persist, and valuations are the lowest since 1989 After numerous customers accused JPMorgan Chase of gouging them on debit-card transactions in checking accounts, the bank had sought to make them arbitrate claims The 2012 bonus season is a lot less festive Jan. 30 (Bloomberg) -- Bloomberg's Su Keenan reports on plans to cut pay and reduce bonuses at investment banks. U.S. farmers will plant the most acres in a generation this year, led by the biggest corn crop since World War II, taking advantage of the highest agricultural prices in at least four decades. China’s decision to allow Citigroup Inc. to issue credit cards may signal an opening of the banking market as the government relaxes restrictions that are the subject of a U.S. complaint at the World Trade Organization. Julius Baer Group Ltd., the Swiss wealth manager founded in 1890, fell the most in three months in Zurich trading after saying it expects to pay a fine to resolve tax matters with the U.S. and as profit declined 27 percent. Fidelity National Financial Inc., the largest U.S. title insurer, is weighing restaurant investments after exiting some insurance businesses at a profit, Chief Executive Officer George Scanlon said. The California State Teachers' Retirement System, or Calstrs, intends to question in a letter the controlling power amassed by Facebook Chief Executive Officer Mark Zuckerberg By trying to help distressed homeowners without appearing to bail them out, the Administration would leave borrowers submerged Analyst Buck Horne downgraded homebuilders and says the spring selling season may disappoint again Rebound from the recovery from Thai floods, and explosive growth in mobile technology make tech stocks a good pick Companies are scrambling to handle a torrent of data, pushing them into bigger M&A frenzy since 2007 Feb. 6 (Bloomberg) -- Andrew Economos, head of sovereign and institutional strategy Asia ex-Japan at JPMorgan Asset Management in Hong Kong, talks about Europe's sovereign debt crisis |
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