Advertising formulas in the context of web merchandising
The Classic: AIDA Formula
AIDA acronym of the mental steps mentioned above:
Attention > Interest > Desire > Action
AIDA Formula Details
Subsequent Advertising Formulas and Methods
Some others modern formulas actually are descendants of the AIDA:
acronym: Attention Comprehension Convection Action
Fanfare tribe an Advantage.
Persuade prospect to grasp this advantage.
Direct for action.
is a next step in evolution of advertising methods;
ACCA is a part of it.
acronym: Defining Advertising Goals - Measuring Advertising Results
Advertising Formulas as a part of marketing strategy
Advertising formulas are an "Action-Oriented Methods".
They work well if you need to persuade your visitor to do smth.,
for example to buy a product or subscribe for newsletter.
But they are not effective for long-term advertising like
brend promotion or demand stimulation. The-long term advertising
is not a subject of this site. You can read more about it from such
Positioning: The Battle for Your Mind, 20th Anniversary Edition
"Weak" and "Strong" Advertising Strategies
This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of advertising and the broader influence of planning. How to Plan Advertising is a clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. It provides a foundation of knowledge for those embarking upon a career in advertising, and is an essential reference for all students of business and marketing.