Syarat periklanan yang efektif menurut buku Which Ad Pulled

Best? edisi ke 8 tahun 1992 halaman 2 adalah

1. Intrusiveness (Proved Name Registration)- the percentage of
respondents who can accurately describe the ad the day
following exposure. This measure is an indicator of the ads
ability to command attention. For comparative purposes,
percentages are adjusted for space/color unit cost and issue
level.
2. Idea communication- the distribution of respondents
descriptions of the ads selling propositions and of their
reactions to the ad. This measure is an indicator of what ideas
and feelings are communicated by the ad.
3. Persuasion (favorable buying attitude)- the distribution of
respondent statements of how the ad affected purchase
interest. This measure is a relative indicator of the ads ability
to persuade. For corporate advertising, the persuasion
measure indicates the extent to which the ad made a strong
case for the advertiser.
The most important element in producing sales results is the benefit
to the customer described in advertising. It is the strong benefit that
leads to more attention, interest, desire, and ultimately action.
Gimmicks, gadgets and technique are distinctly subordinate to
strong benefits. Note that the mail order advertiser who piles benefit
upon benefit, makes the value to the consumer most evident,
unique, and believable and makes such value and benefit the most
easily obtainable is the one who wins out.
The firm says that to sell a product or service a prospective
customer must first be made service a prospective customer must
first be made aware of the opportunity (seeing), and sufficient
interest must then be developed (reading) to motivate the prospect
toward the sale. Interest equals a considered opinion of the
material seen and read.