Due to modernization of technology and growth in industry, consumers are now more than ever exposed to a huge variety of products from which to choose. The consumer therefore has a hard time selecting which services or goods to purchase. He is normally bombarded with thousands of advertisement messages each day and normally he will end up consuming those commodities whose promotion message registers well in his mind.
Research shows that most of the readers, never read the body copy of an advertisement, but rather skim through the headline. A short, catchy and rather stimulating headline does well in attracting the interest of the reader, so that he will have to read the content of the message.
Owing to the increased number of advertisements, nowadays consumers tend to pay less attention to adverts and hence messages are partly or fully miscomprehended. For an ad to be successful, first an individual must pay some attention to it. Then he must interpret and comprehend it in the way the advertiser intended it to be understood.
In the midst of all the clutter, it is therefore not easy to create a successful advertisement that stands out exclusively, gets noticed and remembered. In fact, an individual may tent to avoid an advert by switching between channels.
Some of the motives that stimulate the interest of potential customers include; product information that will help them make better purchase decisions, information that supports their opinions and creative tactics that are interesting to them. A practical example to enhancing business promotion is developing commercials that use visual elements such as business brand logos that will be visible even if the viewer is fast forwarding through the advert.