Evaluate TV Advertising
Evaluating television advertisements for effectiveness is difficult since each viewer is affected by them in a different way. A general formula known by the acronym "AIDCA" is used by many advertisers to determine whether or not an ad will succeed in influencing viewers. The "A" in AIDCA stands for "Attention," the "I" is for "Interest," the "D" is for "Desire," the "C" is for "Credibility" or "Conviction," and the final "A" stands for "Action." Each of these steps is believed to be key in creating a quality advertisement.
Instructions
1. Look for an attention-getting element within the first five seconds of a television advertisement. This first element of the AIDCA formula is important to be sure viewers are watching and listening to what the ad has to say. An image, statement or situation that is out of the ordinary or important to the ad's target audience generally works well to gain viewer attention, though many creative methods are often employed.
2. Evaluate whether or not a viewer's attention can conceivably be held throughout the entire commercial. Usually, this means the ad continues on the basic theme of its initial attention-getting element to keep potential customers interested long enough to get a good idea of what is being advertised.
3. Be sure the advertisement communicates possible benefits a viewer could enjoy by purchasing the advertised item, thus creating a desire for the product or service being offered. Even if a viewer's attention is gained and held throughout a television ad, a company's advertising money is wasted if that viewer does not have any desire to purchase the product.
4. Look for some sign of credibility in the commercial. When potential customers are thinking about trying a new product, it is important to know that the information presented in an ad is accurate and that the product comes from a trusted source. Sometimes, if the name of an already well-known company associated with the product being advertised is mentioned in the ad, this alone can establish enough credibility to satisfy most consumers.
5. Examine the ad for a call to action. Phrases such as "call now for a free sample," "act now to receive a free gift" or "while supplies last" tend to motivate viewers to immediate action. Without a call to act, a customer may love the product but not really know or care about what he should do next, or the product may be forgotten altogether.
Tags: viewer attention, attention-getting element, being advertised, Evaluate Advertising, held throughout, potential customers