Many people have attempted to produce formulas and philosophies for effective advertising.  In a way, this is not only a dangerous but also a rather arrogant thing to do, because the formulas work some of the time.

I have seen that advertising is the communication of sales propositions; it holds no brief to be funny, arty or clever.  It needs only to achieve reaction on the part its audience, which will lead to a purchase of the products it presents; and advertising must conform to certain basic requirements if it is going to achieve this.

It must, firstly, speak to the right people.  This is the fundamental principle of advertising communication – accurate audience  definition.

Secondly, it must speak to its defined audience through appropriate media.  As Malihan says, “the medium is the message (which means, despite its frequent misinterpretation, merely that unless you speak through the right channels the best message in the world means nothing at all).

Thirdly, the message itself must be appropriate to its audience in several ways.  It must be couched in language, which the audience can understand; it must appeal to feelings, either latent or obvious, which the audience is known to have; and it must offer a real benefit expressed in comprehensible terms.

 

APPROVAL PAGE

DEDICATION

ACKNOWLEDGEMENT

PREFACE

ABSTRACT

TABLE OF CONTENTS

METHODOLOGY

DATA ANALYSIS AND RESULTS

BIBLIOGRAPHY

APPENDIX