Creating Ads that Attract Attention

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Creating Ads that attract attention

The attention filter operates at various levels of effort and consciousness

• Active Search: Receiver actually tries to seek information
• Passive Search: Receiver searches for information to which he is exposed
• Passive Attention: No conscious effort is made but the receiver is exposed to information

Attention is gathered if the ads give information of practical value. People don’t fantasize while looking at ads; they want information related to their day to day life. The Ad copy should be short, specific and crisp. Long ads can become boring and lose attention. Providing right and specific information about the brand specifications, use/application, and its benefits and about the company can be helpful (called infomercials).

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