What attracts you more in an advertisement; the design or the idea behind the ad?

The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:

• Attention (or Attract)
• Interest
• Desire
• Action.

These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.