Assignment 1 AIDCA

(source: Tumblr/Snickers)

Type Ad :  Newspaper Print Ad/ Poster Ad

Benefit Highlighted : The USP of this ad is customers would be able to satisfy their hunger by consuming the product which is the Snickers chocolate bar. The ad pointed out that we will not be able to focus when we feel hungry; that led us to unable to carry out the everyday task in our life. For example: Spelling words correctly. By grabbing a snickers bar to eat, the problems we face when we are hungry would be solved.

Ad Appeal : 
Snickers managed to use both types of appeal while approaching the audience - rational and emotional approach. Snickers had first use the humor appeal for their headline and their visuals. Their humor comes from their deliberate spelling errors in the ad - from words with easy spellings to the brand name itself. Humor can be risky at times if not understood but this ad managed to be humorous and direct at the same time. The humor appeal in the ad is associated with Attention principle from AIDCA. Before providing any further information about the product to the audience, ads have to grabbed the attention of the audience first; this ad from Snickers manage to achieve that.

Snickers also use pain solution as their appeal. Audiences are motivated when they realize they have a problem that needs to be solved. In this Snickers ad, the problem of the audiences is they are unable to focus and do things correctly while they are hungry. The solution Snickers provide is by urging audience to grab a snickers bar quickly in order to satisfy their hunger. Rather than focusing on their product, Snickers focus on the solution they can offer. This appeal is associate with the Interest principle from AIDCA. Snickers gain the interest of the audience by focusing on how the audience need them, and how they can help the audience.

Ad's Strength and Weakness : 
The headline of the ad ' OH DEER ITS HARD TO SPEL WHEN YOUR HUNGRY' is creative and attention grabbing. The deliberate spelling errors of the words in the headline and the background maximize the brand's tagline ' You're not you when you are hungry'. When we are hungry, we will be moody and unable to be focus with the task we are doing, for this instance it is spelling words correctly. As an audience, my curiosity will be aroused when i first notice the headline.

The body copy included the phrase 'Grab yourself a snickers fast' and this can also create a sense of urgency for the audience. This can allow the audience to be impulsive and making them more likely to purchase a Snickers bar without even contemplating much.

Visual is another strength of the ad itself. The background of the ad includes words that misspelled, and this will further emphasize the point of the of the brand's tagline ' You're not you when you are hungry'. The misspelled words will remind the audience that we are unable to spell or do anything correctly when we are hungry.

The brand also encouraged its audience to visit their Facebook page on its call to action section. This move will allow the audience to be familiar with the Snickers's brand and product itself. Besides that, the Snickers Facebook page has a total of 10 million likes. When the audience see the huge number of people liking Snickers, they feel they should do the same too. They may adopt similar behavior such as buying a Snicker in order to identify with the majority.

The ad could have include a little more details about the product itself. While the ad is humorous and manage to grab my attention, i don't know what is the price of a Snickers Bar, or what other flavors they have etc.

Others :
The effective way to use AIDCA is to follow the steps of the acronym.
First, we have to use A. We need to attract the audience beforehand. The attention span of audience are very short, hence we have to grab their attention. By gaining their attention, only then they would  pay attention of the ad. Next, we use the I. We can engage with the audience more about the product and brand itself. Provide them with information but not everything you do. Once audience are interested in what we are offering, we can increase their desire by emphasizing on what they can get from us. Before the audience purchase anything, they will be cautious and have doubts about the product . Hence, the ad should provide answers to common questions and doubts from consumers. Finally, this is where we urge the audience to purchase or contact from us.

References
Visual Learning Center by Visme. (2019). 23 Types of Advertising Appeals Most Commonly Used by Brands. [online] Available at: https://visme.co/blog/types-of-advertising-appeals/ [Accessed 26 Jan. 2019].

Hughes, R. (2019). NewZapp Email Marketing - Delivering more than just software. [online] Email Marketing Automation | NewZapp. Available at: https://www.newzapp.co.uk/blog/email-marketing/copywriting-what-is-aidca-the-stages-of-writing-copy-for-a-campaign/ [Accessed 27 Jan. 2019].