Necessary information

30 Jan

Today, in the Washington Post,  I saw an ad for a ski resort. It is $79 per night and seems reasonable (not that I ski, but if I did…). However, I don’t know where this resort is located. Why? Because the ad either deliberately or by mistake omitted this crucial information. Maybe they want me to visit the website for more information (the URL address is included). Maybe they just think people know where they are located. In either case this is a no-no.  Ads are meant to stimulate interest and action. There is the whole AIDA theory (attention, interest, desire, action).  Although this ad caught my attention, I lost my interest when I got frustrated at not knowing where this place is located.  Perhaps knowing this resort is located close by would pique my interest. Maybe not.  But ads should never make their readers work too hard. In this case, I need to get to my computer with the ad in hand to find out a very crucial bit of information.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: