Oleh: Nur Kholis, S.S., M.I.Kom.

Oxford dictionary explains focus as an act of concentrating interest or activity on something. In my point of view, it is the key to success in everything. By concentrating your interest and activity on a specific goal, you will be easier to see any possibilities and have more power to beat the challenge. In communication, especially in persuasive advertising, focus is needed to win target market attention. As we know, target market attention is the most fundamental thing in advertising. The higher target market pay their attention to the advertisement message, the better impact that the advertiser will get.

  1. Scott Armstrong, the writer of book entitled Persuasive Advertising suggests some strategies to win target market’s attention in advertising practice. They are:

What interest groups are relevant?

The message of the advertisement should be sharp and be well received by the targated community, It is also possible to grab another and diferent community, as long as they have the same or relevant interest of the campaign that will be made. For example is, “stop smoking” campaign. The campaign itself has a wide targeted market, from junior high school students until adult working people. This point of interest can be made as the main message to deliver the campaign to the both targeted market, youth and adult.

Is the product (or brand) new to the market?

A brand should be familar with the targeted market. If a brand is a new one, it is better to introduce the brand at the first advertising campaign. The more target market know the brand, the better they understand eery single meaning thatis going to be deliered.

Is the message consistent with the attitudes and behavior of the target market?

The last and important point is about the promise that the brand should make. The advertisement should say about “how to get what customers want”. This last formula will improve the interest of the targeted market to give a  good attention to the delieverd advertisement.

In conclusion, communication in advertisement is never ending process. The communicator must maintain the message that is going to be delieverd to the audience and evaluate the effect. It is a wonderful journey, if you live the process and focus on what other people need. Are you ready to be more focus on making a better life fo others?