Question

1 a- within the marketing and message design context, explain what "attention equals location" and "location is paramount" mean

b- "sales environment can range from an office to an off-license, and from a sofa to a subway what important points a salesman should pay attention? What is the role of design?

C-In a market where consumers are very selective in how they allocate their attention, James F.Engel said "Ads with benefits in their headlines are read by four times as many people as ads with no benefits in their headlines”. What James is trying to say?

2 What is the difference between an advertising message posted in underground tube(train) and a TV advertising for sofa-man?

Answer 1

1.a. Attention equals location and location is aramount means that in marketing a product the message design conext is important as to what the advertisment is conveying, how well is it conveying the message and how well the customers understand that ad when they look at it but before all these factors the most essential is the location where the ad is placed. The ad will only get attention of the customers if it is placed at the right location. With the right eye visibility and clarity the location should be selectedwithh lot of dynamics. Hence to seek attention location of the advertisment in marketing startegies hold vital importance. Different ways of imporving the location of the ad can be focussing on its size, colour, intensity, isolation, novelty etc.

2. The salesman should focus on the location of the ad and the customers that it is attracting. Whether the marketing takes place in a subway- which means that the target customers themselves seek through the ad and the ad is getting full importance and concentration of the audience or on a sofa which means that it has to make its way through the several ads and other designs to make its way to the customer like one of the many ads on a newspaper or the ad that shows on one channel from hundreds of tv channels with thousands of ad. To make way from this location and attract the customer to read and follow the ad is the essental aim of the salesman.

The design plays a vital role in the getting the attention in an advertisment as the one with a simple yet attractive design will get more attention than the ones made with less designing. Designing needs strategies and planning depending on the nature of the product and the customers taregted on. The colours, graphics, content and intensity of the ad should be such that the ad is able to achieve the goal of making an impact on its target audience.

3. James F. Engel is focussing on the headlines of the ad and how they bring attention of the reader. If the product is very useful and the ad is very attractive with the right location too but does not have a headline with a benefit or a line that targets to solve the immediate problem of the customer then there are less chances that we will read it. It has been explained with an example of a hair growing product which assures money back if the product fails. In this ad the headline that will benefit the customer will be about growing hair with surety in a number of days rather than paying money back on its failure. Though the latter is also an attractive line but the customer will be more attracted to the line which shows the positive results than the line which tells what if it is not positive. Hence headline of the ad should be of benefit to the customer for his attention.