The main purpose of any form of advertisement is getting the attention of the targeted audience to one’s level best. Different companies, learning institutions, organizations, politicians, religious organizations, and individuals do carry out advertisements. Different individuals and organization may be advertising different products or services but their aim is the attention of their target audiences. For example a company may advertise its products vigorously with the purpose of maximizing its profits. These advertisements may be carried out through different forms of media. For example paper publications, electronic media like television, radio and internet or the ancient mode of communication, the word of the mouth.
For any advertiser to get maximum get maximum feedback for his/her product or services, he/ she have to understand the best media of advertisement and the psychological process involved in advertisement. According to Seashore (2003) the actions by consumers is not rational, and hence it is possible to influence their choices. He points that the research by Scott, have proofed that sentimentality, sympathy and emotions play a vital role in influencing selection or suggestibility by consumers. On the basis of his suggestibility laws, he argued that for companies to increase their sales, they should apply direct commands in marketing their products. He also added that the reasons companies utilize return coupons are because of their need that customers take direct action. Scott’s approaches were employed by advertisers and they were employed all the country by 1910 (Schultz and Schultz, 2004).
Scott argues that millions of dollars are spent by business for advertisements but unfortunately they do not result in profits. This is despite the fact that these advertising companies employ place the skillfully designed adverts in best magazines, news papers, with the best advert designers. According to Scott these adverts fail to make profits because they are untheoretical, haphazard, irrelevant, misdirected or unimaginative (Schultz and Schultz, 2004).
According to Schultz and Schultz (2004) Prof. Scott argues that for an advert to be effective, it should be displayed and constructed in reference to average human brain’s habits and tendencies, and that by having the knowledge of psychology of the functioning of the human brain. For an advertiser to be effective, he/she should understand that the human brain can only perceive number of things at a specific time since it is constituted. For example 4 words in a line and those illustrations can play a vital role in attracting attention and that the presence of a striking display may play a role in holding the attention hence making the reader to spend more of his to evaluate the explanatory text. He further points out that the text should be relevant to a specific object and that there is need for the illustration to be self-explanatory (Koppes, 2007). For an advertisement whose aim is to advertise Chocolates but its descriptions could be truthfully attributed to a piano is irrelevant. “By judicious repetition of relevant advertising the eye of the reader is attracted, and the frequent impression made on the creates a habit of the mind that leads its possessor to yield, when he wishes to buy, to the inclination established in it by repeated contact with the advertisement” (Mailer, 1998).
Hence for an advert to be effective it should be easy to comprehend. According to Collins (2006) an effective advert should first of all attract the reader’s attention, be able to hold or fix it through repetition and let the potential customer/ client by failure of holding him through instructive, entertainment and progressive reiteration.