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By Vanessa Friedman

Channel ¹ 5 has been the number- one fragrance in the world almost continuously since its creation in 1921, an extraordinary achievement in an industry that sees an average of almost 300 perfumes launched every year, and where the average shelf life for a fragrance is only two or three years.

In some markets, however, Chanel ¹ 5 slipped. In order to regain the top spot, and attract a new generation of perfume wearers, “commercial” directed by Chanel launched a new ad campaign which centre on a Moulin Rouge director Baz Luhrmann, starring Nicole Kidman, and lasting almost three minutes.

The short “film” is a fairytale romance. It tells the story of the most famous woman in the world (Kidman), who flees a horde of paparazzi and jumps into a taxi where she meets a young writer (Brazilian star Rodrigo Santoro). He does not know who she is, and they share a romantic weekend in his garret before she returnes to her responsibilities and the outside world.

Although there is a large Chanel double C illuminated in lights outside the garret, Chanel ¹ 5 is not actually featured in the final shot in the form of a diamond pendant in the shape of ¹ 5. “I think people get into the story and want to live it”, says Marianne Etchebarne, international marketing director of Chanel fragrances. “It is a commercial that is a real piece of art. ¹ 5 is the ultimate luxury brand of the market, and this new campaign will be the strongest to date in terms of making all women dream about ¹ 5.”

Chanel’s 18 million of pounds ad is just a particularly dramatic example of a trend toward alternative marketing. Carolyn Carter, president and chief executive of Grey Global Group, says: “Every target is becoming more resistant to the traditional advertising methods, so brands have to look at different ways to move people. Therefore there is a shift towards other strategies like product placement in films, direct marketing and sponsorship”.

Financial Times

 

Discuss these questions:

1. Imagine you want to promote a brand. Which of these strategies would you most like to use and why?

a) celebrity endorsement

b) product placement in film

c) direct marketing

d) sponsorship

 

2. Are there any advertisements or commercials that you regard as “art”? Why?

UNIT 4

AIDA

Look at the words in the box. Find the words with the similar meaning

advantage reason increase buy aspect pump up cause purchase benefit set up bargain start up offer feature

Read the text

Those who are working in an advertising agency should know about the various thought processes that go in the mind of a reader or a viewer, a potential buyer. This will definitely help to build your business better.

There are ample of theories to explain the process that goes in the buyers mind when he/she goes to purchase anything. The process is not the same for each buyer and it is sequential.

One of the popular features followed by ad agencies is AIDA which is an acronym for:



A - Attention
I- Interest
D
- Desire
A - Action


“A” = Attention.The first A equals getting the attention of your readers. This can be in the form of a headline but should also pertain to your introductory paragraph. If you don’t get the attention of your customer immediately, you’ve lost them for good. If your headline and first paragraph don’t hook them, the rest of your copy will never be read.

But exactly how do you attract your customer’s attention? The answer is simple: You do it by generating an emotion and setting up a situation. Let’s play with fear and greed for a moment. If, for example, you are selling an ebook with extremely good information about setting up an online business, these two emotions would be key because almost every “would be Internet entrepreneur” has a certain amount of greed (wants to make a lot of money doing it “his way”) and also has fear (questioning what if it doesn’t work and my family has no money).

You may have heard that your headline should play to the biggest benefit. This is definitely true but not exclusive. You can also play on emotions in your headline and address a fear, pump up their egos or offer the answer to a burning question.

If you choose to present a benefit, make sure it is indeed a “benefit” and not a “feature.” A feature is an aspect of your product or service. A software company might have a word processing program that offers spell check. This is a feature of the software program. The benefit of spell check is that your documents will look professional and be free of spelling errors. Professionalism and accuracy are the benefits of the spell check feature.

“I” = Interest.OK, we’ve gotten their attention… now we must focus on building their interest and supporting what we’ve told them thus far.

Our interest section should also use emotions to address the fact that this purchase is a good bargain, the right step, a sound decision, etc. But in addition to that, we need to let the customer know what will happen if he/she doesn’t buy our product or service.

Depending on the product, the negative result might be the fact that he miss all those stares from beautiful women, his hair will continue to get thinner and thinner, he will have to struggle to get all the information he needs for launching his online business or any other consequences. The goal here is to create a few statements that will cause the customer to say, “Oh! I didn’t think of that!”

“D” = Desire.Perhaps the biggest benefit of our imaginary ebook is that the reader will be in an excellent position to set up and run his/her own Internet business. Customers will have all the information they need right at their fingertips. That’s great! But… deep down inside your customers have two desires. The first is the desire to succeed… not just “run a business.” The second is the desire to obtain more freedom… the most common reasons sited for starting a business.

Remember how the buyers’ mind works… right now they are open to anything. This is the best time to pump them up and get them excited about your product or service. They have not yet come to the justification stage where price might play a factor. While always, ALWAYS being truthful, the “desire” aspect of your copy should portray the best and biggest benefits your customers will receive. It should speak to the joys of being able to leave work and run an errand in the middle of the day. It should talk about not having to put up with odd looks from the boss every time you need to leave early because your child is sick and other things that would-be entrepreneurs dream of.

“A” = Action.The final A in AIDA stands for action. During the action phase of copywriting, we must give them enough motivational cause to take action and buy. At the moment we get to this point, the customers should have all the information they need. We – as copywriters – will have walked them through each step of the buying process and emotional journey to the point of purchase.

A few ways to create action with your copy are:

A bonus “If you order now, you’ll also receive a free report…”
A discount “Order before June 15th and get 50% off…”
Motivation “As soon as you order, you can begin losing those unwanted inches…”
Consequences “It normally takes people who DON’T read this ebook 6 months longer to launch their business and turn a profit…”
Imply a compliment “Savvy business owners know that this product is the key to business success…”
Use emotions “Order Now! Your financial security, your freedom and your family depend on it!”

There are dozens and dozens of ways to evoke action. I’m sure you can come up with an entire list of your own if you think about it for a few minutes.

The point of the “Action” phase is to get them moving. We’ve made them drool, we’ve answered all their questions, we’ve filled them with benefit after benefit. Don’t lose them at the end.


Date: 2015-12-24; view: 2199


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