Marketing 16th Edition by William Pride,Ferrell

Exercise 12

Copy, the verbal portion of advertising, is used to move readers through a persuasive sequence called AIDA: attention, interest, desire, and action. To achieve this, some copywriters have adopted guidelines for developing advertising copy. Select a print ad and identify how it (a) identifies a specific problem, (b) recommends the product as the best solution to the problem, (c) states the product's advantages and benefits, (d) substantiates the ad's claims, and (e) asks the reader to take action.