The document discusses the purpose of advertising and key principles. The purposes of advertising include creating interest in new products, providing information to consumers to make purchases, and renewing interest in old brands. Advertising aims to capture attention, interest, desire, and action according to the AIDA principle. Advertisers must consider target markets defined by age, gender, or interests and emphasize unique selling points to attract customers over competing products.

1. Advertising
The purpose of advertising
 To create interest in a new product/range.
 To provide the consumers with all the necessary information to PURCHASE
the product.
 To renew interest in an old, tired brand.
 To increase competition between companies/service providers.
A.I.D.A. PRINCIPLE
 A = ATTENTION – must capture the reader/viewer’s attention
 I = INTEREST – must make you keen to find out more
 D = DESIRE - You must feel a need to buy the product or use the service.
 A = ACTION – must provide information that you will need to buy the
product/use the service
Target markets:
 The first thing an advertiser needs to consider is the target market of their
particular brand/product/service.
 Target markets can be defined according to age group e.g. 12 – 18, gender or
interests.
 The target market influences how the advertisement is designed as well as
where it is placed.
Unique Selling Points
 Something about the product must be unique/original for the customer to buy
that particular item over another.