The advertisement has been prepared in such a manner that it leaves an ever lasting impression on the reader. This is because the reader not only reads but understands and believes the contents given in the advertisement copy because it contains the characteristics of a good advert that will make it stick in the readers mind. The good qualities comprise the following;
1. Simplicity; this is because it is written in simple language with proper understanding which makes the reader to have a fast and clear understanding of the advert which can be internalized and memorized at ease.
2. Properly worded and attractive headline which attracts the reader's attention immediately and develop curiosity of what the advert is all about. Shimp (2008) argued that his quality also increases the number of target audience who will read the advert.
3. The advert is Suggestive because it explains about the utility services with all the benefits that the reader gets from the utility
4. The advert is convincing because it is backed by convincing arguments which are stated in simple language to make it more understandable and memorable to the reader.
5. The advert has memorizing value this is because it has made use of the trade name which is a powerful tool for memorization .The magazines which has been used to publicize especially monthlies, have a much longer shelf life than other publications; they are often browsed through for months after publication. So the advert might have an audience for up to six months after its initial insertion.
Moreover, readers spend more time per sitting with a magazine than a newspaper, so there's more chance they will run across the advert more and this will increase the percentage of message retainance in the readers memory.
The assignment:
Take your ad from the previous unit and now using the knowledge you have gained from your readings, perfect your ad and resubmit it to the Dropbox. This revision should show some thought. Underneath your revised ad, describe what you encountered in your reading that helped you to refine it and improve it.
Then look at the 5 considerations on pages 208-210. Analyze your ad to determine and explain how your ad meets these 5 considerations.
